Novartis and Edelman tie-up to help psoriasis patients 'Be Pso Positive'

Novartis Corporation Malaysia has launched the "Be Pso Positive" campaign in conjunction with World Psoriasis Day. Conceptualised by Edelman Malaysia in collaboration with Psoriasis Association of Malaysia and True Complexion, the psoriasis campaign brings out the real-life challenges of five psoriasis patients from different walks of life.The patients have finally taken the brave stance of stepping out of the shadows and reveal their hidden "scars", physically and emotionally through a photoshoot. The aim was to encourage the five patients to share their stories about their condition and inspire others with psoriasis to be more positive.Novartis Corporation Malaysia's business manager, Sheena Fong, said psoriasis is not only just another skin problem but also causes patients to suffer on an emotional level as well."We want them to know that there is still hope as there are many treatments out there that have shown positive results. Therefore, we want to use our ‘Be Pso Positive’ campaign as a platform to encourage psoriasis patients to be more positive about their condition and the public to be more understanding about it," Fong said.Meanwhile, Edelman's managing director, Mazuin Zin, said the campaign demonstrates how the agency is constantly pushing the envelope on driving earned attention-based stories for clients. It is the first of its kind campaign where the entire story curation, conceptualisation and execution is done by the ones suffering the mental and emotional impact of their condition, she said."The campaign is an inspiration as it aims to build acceptance for the condition and hopefully reduce the empathetic glares that follow the patients around preventing them to lead a normal life," Mazuin added.