PsoYou – UCB Pharma

We won this competitive pitch to create a uniquely active, engaging and supporting online community to connect those living with psoriatic conditions with clinically-relevant information and resources so that they can live well, while also creating an online community where they can feel understood and empowered to live their best lives with psoriasis.

The insight: Patients want to define their psoriasis journey, their way, but struggle to find a cohesive, trustworthy online location.

The idea: Amid the storm of psoriasis information and misinformation available online, PsoYou provides a safe and trustworthy space for patients to learn from experts, connect with others and feel empowered to live their best possible lives, all in one place. With an integrated online community across social channels, PsoYou heroes the patient experience across ages, genders and ethnicities, providing an opportunity for DOLs to engage with and educate them. Use of vibrant graphic elements reclaims the spotted, patchy look of a psoriasis flare up, representing it in a positive and empowering way.

Accreditation: Through use of 'PsoAccredited' stamp, we can situate PsoYou as the online stamp of legitimacy for clinically robust content

Children's book: Up to 40% of people living with psoriasis develop symptoms before the age of 16. While it was not part of the brief, we had the idea to add value to children and parents affected by psoriasis, by creating a story aimed at educating young children about what psoriasis really is, challenging misconceptions about contagion and hygiene.