ifog: making things clearer
Boehringer Ingelheim
Boehringer Ingelheim · Hamell London · Patient campaign

Got skin deep with GPP & Me.

When Boehringer Ingelheim wanted to target a small minority with GPP (generalized pustular psoriasis), we developed a campaign that focused on patients’ emotional suffering. By literally putting their messages on their bodies, we showed that BI not only understands their pain but how to resolve it.

Client
Boehringer Ingelheim
Agency
Hamell, London
Sign-off
GPP and Me. Uncover the real you.
GPP & Me ad: Even a hug is too painful, written on a woman's inflamed arm
“Even a hug is too painful.”When pus-filled blisters and burning, fiery red skin cause you real pain, it could be GPP.
GPP & Me ad: Flaring outside, devastated inside, written on a woman's back
“Flaring outside, devastated inside.”We know that your GPP isn’t just skin deep. Skin symptoms may flare but the fear of them is constant.
GPP & Me ad: Living with GPP, getting on with life, written on a swimmer's arm
“Living with GPP, getting on with life.”While GPP may have a big impact on your life, it doesn’t need to define it.
GPP & Me ad: I've got GPP but it won't stop me, written on a woman's face
“I’ve got GPP, but it won’t stop me.”Taking an active role in the management of your GPP can help you gain control of your condition.