Novartis “My Skin and Bones”

The challenge

People with psoriasis worry constantly about their skin, so appointments focus on inflammation and leave little room to ask about what might be happening underneath. More than 30% of people diagnosed with moderate to severe psoriasis will also develop psoriatic arthritis, yet few know the risk.

Cosentyx treats both conditions, and Novartis wanted to grow its share in psoriatic arthritis by getting physicians to look beyond the skin and treat psoriasis as a holistic psoriatic disease, so at-risk patients are treated early.

The idea

“My Skin and Bones.” A simple frame that connects what patients see on their skin to what may be happening in their joints. The unbranded campaign gave people the words to raise it with their doctor.