Almirall has put patients’ friends and family at the heart of its activities for the 2024 World Psoriasis Day, launching the “Me & My Inner Circle” campaign to celebrate communities that help people living with the skin condition.
Last year, Almirall, which sells psoriasis drugs such as Ilumetri and Wynzora, focused communications on the toll the skin condition takes on patients. The three-part "Nina" miniseries dramatized how psoriasis can affect mental health and quality of life. Almirall used the miniseries in its 2023 World Psoriasis Day activities.
This year, Almirall has adopted a different tone. The International Federation of Psoriasis Associations made “Psoriasis Disease and the Family” its theme for 2024 and Almirall has created a campaign that fits with that idea.
The Spanish drugmaker’s campaign features a video, which runs for more than three minutes, about the inner circle of Alma, a psoriasis patient. In the video, Alma talks about the people she is close to, explaining that their “complicity about what this condition means is essential to ensure I don't lose hope and give up.”
At the start of the video, Alma is alone on a couch. As Alma talks about the people who have helped her, she collects cardboard cutouts of those individuals and places them around her on the couch. First, Alma talks about her mom, who spent “countless nights ... gently applying cream to my flaking skin.”
Across the rest of the video, Alma discusses her dermatologist, partner, friend and son. Each time, Alma explains how the person has helped her and collects a cardboard cutout. The film ends with the cutouts coming to life, leaving Alma surrounded by the people who form her support network.
Almirall is running the campaign in a therapeutic area that has emerged as a key growth driver. At the midpoint of 2024, the company named Ilumetri, in moderate-to-severe plaque psoriasis, and Wynzora, in mild-to-moderate psoriasis, as two engines of growth. Almirall expects Ilumetri, which it sells in Europe through a deal with Sun Pharma, to hit peak sales of 250 million euros ($271 million).