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Janssen Biotech launches #Sing4Psoriasis campaign

Global healthcare company Janssen Biotech has appointed Lowe Profero, the digital of arm of The Lowe Mullen Group, to create the #Sing4Psoriasis campaign. This is to raise awareness for this year’s World Psoriasis Day in Singapore.

Falling this year on October 29, World Psoriasis Day is a global initiative aiming to offer hope to the estimated 100,000 Singaporeans and more than 125 million people globally who suffer from the non-contagious autoimmune disease. Psoriasis unfortunately comes with a nasty public image causing not only physical, but emotional pain for sufferers, facing discrimination from those incorrectly believing the condition to be contagious.

Following last year’s successful #PSingapore campaign, #Sing4Psoriasis focuses on a unique music video and social media campaign, aiming to educate young Singaporeans about the disease to combat discrimination.

Appealing to the Singaporean sense of togetherness and camaraderie, the music video unites some of the city-state’s biggest online stars, featuring child comedian Dr. JiaJia; beauty blogger Soh Pei Shi; R&B singer Alif SleeQ, along with psoriasis patient and musician, Ray Chua.

Set in a Singaporean apartment complex, the video demonstrates the negative stigma Ray Chua suffers daily, showing people refusing to get in an elevator with him once they see the psoriasis on his arms.

Dr. JiaJia posts flyers around the apartment complex pointing out that “Psoriasis is not contagious, but awareness is”, turning around public perception and resulting in Ray’s condition being accepted by the other tenants. Singaporeans are being urged to show their support with the #Sing4Psoriasis hash tag across social media.

Lowe Profero strategist Aaron Steen said, #Sing4Posriasis follows the highly successful #PSingapore social media campaign launched last year. “We’re delighted to deliver another forward-thinking, uniquely Singaporean campaign that aims to make Singapore a better place for everyone.”

“Raising awareness of psoriasis among young Singaporeans is a great initiative. Amplifying the positive message out through online and social media channels means Jannsen Biotech can reach a big audience. I urge Singaporeans of all ages to get behind the campaign to make a difference to the lives of those living with the condition,” he said.

World Psoriasis Day is an annual day specially dedicated to people with psoriasis and/or psoriatic arthritis. Conceived by patients for patients, World Psoriasis Day is a truly global event that sets out to give an international voice to the more than 125 million people with psoriasis/psoriatic arthritis around the world.

Formed by a global consortium of patient associations from around the world, World Psoriasis Day aims to raise the profile of a condition that needs to be taken more seriously by national and international authorities.

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