Challenge
The goal of the PR work for Sanofi Genzyme – manufacturer of the immunological drug dupilumab, which addresses the root cause of AD – was to highlight the reality of patients living with atopic dermatitis (AD) and foster discussion about the disease, its consequences, and the stigma surrounding it. This was to be achieved in an innovative and accessible way, without mentioning products and focusing primarily on organic initiatives.
Strategy
The disease awareness strategy implemented by Imagem Corporativa focused on creating a storytelling approach with strong emotional appeal that was highly ethical, editorially robust, and inclusive of the community most affected by the disease—the patients themselves.
The agency proposed sharing the moving life stories of these patients through a digital book written by journalist Chico Felitti, a 2020 Jabuti Award finalist, Brazil’s most prestigious literary prize. The content of the book, In My Skin, is available for free on Sanofi Genzyme’s website here: Download the Book.
- The project featured virtual launches for journalists and influencers, including a panel discussion with the book’s author, patients and their families, and Dr. Mayra Ianhez, a dermatologist and professor at the Federal University of Goiás. These sessions provided additional content for the press to amplify and discuss the topic.
- A special edition of the book was printed and sent to a group of mid-level influencers in health, parenting, and culture, along with a press kit featuring a custom tote bag with the project’s visual identity and a letter with an excerpt written by the author. The initiative received extensive media coverage in advertising and marketing outlets.
- Additional digital content was created to sustain engagement beyond the book launch and foster a deeper connection between the public and the topic. Patients’ voices were featured in a podcast series, with episodes dedicated to each chapter of the book: Listen Here.
- Following the release of In My Skin, the campaign targeted parents of young children, initiating a conversation about stigma in schools. As an extension of the Friends of the Skin campaign, the educational project Little Skin Friends was launched to raise AD awareness among children and caregivers. Hypoallergenic cloth dolls with characteristics of AD lesions were developed, along with the children’s booklet Carlota’s Adventures in the Kingdom of Atopic Dermatitis, written by Fernanda Suaiden and illustrated by Lariane Casagrande. This booklet is also available for free here: Download the Booklet.
Results
Within just a few months, In My Skin became one of the main references on atopic dermatitis. The initiative received the 2021 Jatobá PR Award in the Special Projects category, standing out for combining media, digital, and stakeholder engagement deliverables in a single effort.
Key highlights:
- Carlota’s Adventures in the Kingdom of Atopic Dermatitis gained widespread attention on social media, including posts by Brazilian TV celebrities like actresses Leticia Spiller, Bianca Bin, and Regiane Alves.
- Copies of the books and dolls were raffled to Sanofi Genzyme employees as part of an internal communication contest on AD knowledge.
- The virtual launches of In My Skin attracted 28 journalists and influencers.
- 1,500 printed copies of In My Skin were distributed to Sanofi Genzyme’s sales force and employees.
- The estimated reach of traditional media for In My Skin was 36.3 million people.
- 31 influencers participated in the In My Skin campaign, creating 116 posts/stories, 28 minutes of content, and reaching 19 million people.
- 21 Tier 1 media articles were generated, despite competing with coverage of the pandemic.
- Multiple parents contacted influencers and the CasAzul Association on social media to purchase representative dolls for children with AD.
- The traditional media reach for Carlota’s Adventures was 396,000 people.
- 39 influencers engaged with the doll campaign, producing 134 posts/stories/videos on YouTube, 38 minutes of content, and reaching 45 million people.
