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New global campaign aims to bust myths and reframe society’s reaction towards this common and non-contagious skin disease
BALLERUP, Denmark–(BUSINESS WIRE)–LEO Pharma, a global leader in medical dermatology, announced that on October 29, the 15th annual World Psoriasis Day, LEO Pharma is launching a worldwide campaign ‘Change the View’ to minimize stigma for people living with psoriasis.
Increase understanding and reduce stigma related to psoriasis
Psoriasis affects over 125 million people globally – not just physically, but also socially and emotionally. In addition to the visibility of the condition and pain, itching and bleeding caused by psoriasis, many affected people around the world experience social and work-related stigma and discrimination. Stigma, together with physical and psychological comorbidity are the main factors impairing the life of people living with psoriasis – on an acute and a cumulative level.
This means that, for many with psoriasis, everyday interactions such as visiting the hairdresser or going swimming can be a serious challenge. In a study, 94% of psoriasis sufferers said it impacts their social life. It causes embarrassment, lack of self-esteem and increased prevalence of depression. Therefore, the campaign aims to help people better understand psoriasis, and to reduce the negative reactions that are hurtful and debilitating for many people living with the condition.
Inspire new perspectives on stigma
At the heart of the campaign is the belief that psoriasis itself does not cause exclusion – but society’s reaction to it does. The ‘Change the View’ campaign is built on the hope that this can change.
The campaign includes a series of films, animations, infographics and other relevant content providing new perspectives to the root causes of exclusion and stigma – all under the #ChangeTheView hashtag – as well as a global campaign homepage with more information, details of local organizations and encouragement to get involved.
For more information on the ‘Change the view’ campaign and how LEO Pharma is supporting World Psoriasis Day 2019, please visit www.leo-pharma.com/WPD2019/
About LEO Pharma
LEO Pharma helps people achieve healthy skin. The company is a leader in medical dermatology with a robust R&D pipeline, a wide range of therapies and a pioneering spirit. Founded in 1908 and owned by the LEO Foundation, LEO Pharma has devoted decades of research and development to advance the science of dermatology, setting new standards of care for people with skin conditions. LEO Pharma is headquartered in Denmark with a global team of 6,000 people, serving 76 million patients in 130 countries. In 2018, the company generated net sales of DKK 10,410 million.
For more information, visit www.leo-pharma.com
Trine Juul Wengel
Corporate Communications Manager
Global Branding and External Communication
Email: [email protected]
Mobile: +45 20732037