The World’s Most Uncomfortable Bed
Atopic dermatitis (AD) is a chronic, painful and debilitating disease, that in some cases causes a person to itch up to 1,000+ times per day. This pervasive and relentless urge to scratch impacts all aspects of daily life, most significantly, a person’s ability to sleep.
Pharmaceutical company Sanofi Genzyme (Sanofi) wanted to increase awareness of AD and the burden of the disease to ultimately raise awareness about DUPIXENT, a newly approved biologic treatment that can help manage the symptoms associated with AD, leading to an improved quality of life.
While we couldn’t mention the drug name given Canada’s highly restrictive regulatory guidelines, we needed to reach those living with AD in a bold and disruptive way.