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#RosaceaNoFilter

#RosaceaNoFilter

Havas Global Comms

Havas Global Comms

May 13, 2019

When bravery goes viral.

"Our challenge was to encourage people with rosacea to speak out, challenge the stigma, and empower them to be #ProudToShare their selfies and say 'this is me.'”

It’s human nature to hide your biggest insecurities. But baring these to the world gets a lot easier when you discover a community of like-minded people bravely sharing theirs together.

It’s easier to be brave when you’re not alone.

Last month Havas Life Medicom and Galderma helped build a brave community of rosacea sufferers through #RosaceaNoFilter, an empowering disease awareness movement. The campaign swept across the globe during Rosacea Awareness Month (April), inspiring people suffering from rosacea—a chronic inflammatory skin disease—to be #ProudToShare the true burden of this distressing disease.

Havas Life Medicom’s Natalie Hoegen and Helena Wright tell us how the team brought a low-profile, often misunderstood skin disease into the media spotlight through the viral #RosaceaNoFilter movement and helped to build a community of peer-to-peer support.

Tell us about Galderma’s Rosacea: Beyond the visible campaign and how #RosaceaNoFilter came together.

Natalie Hoegen: In 2018 Galderma conducted a first of its kind global market research study involving over 700 rosacea patients and over 500 healthcare professionals (HCPs) to investigate the burden of rosacea and areas where patient and HCP attitudes differ. An expert-authored report of the findings, Rosacea: Beyond the visible, became available in June 2018. This highlighted the need for increased understanding of the psychosocial impact of the disease for patients. This core insight was the driving force behind a phased global, integrated marketing and PR campaign.

Helena Wright: From a PR point of view we leveraged the insights from the research through the launch of dedicated @Beyond_visible Twitter and Rosacea: Beyond the visible YouTube channels in 2018 with content focused on getting conversations started.

Rosacea Awareness Month in April 2019 provided a chance to build on the success of the 2018 campaign and reach even more patients through Instagram (@Rosacea_Beyondthevisible), which had taken over Twitter as the platform of choice. Launching the campaign during Rosacea Awareness Month was a no brainer, and #RosaceaNoFilter was born!

What were the goals of the #RosaceaNoFilter movement and what challenges did you have to overcome?

HW: Through the #RosaceaNoFilter hashtag, our aim was to inspire rosacea patients to share their true feelings and experiences, harnessing the power of peer-to-peer dialogue. Patients got involved by simply sharing barefaced, makeup-free, no-filter selfies.

NH: Rosacea is a very visible disease, so it lends itself well to selfies, but there is so much more to the disease than just the visible signs. Invisible symptoms play a huge role in affecting patients’ quality of life and, these combined, can lead to feelings of shame, isolation, and stigma. Our challenge was to turn this on its head, encourage people with rosacea to speak out, challenge the stigma, and empower them to be #ProudToShare their selfies and say “this is me.” This was a huge ask and a brave step for our client and our six patient ambassadors who led the way with their barefaced selfies.

"It’s been so emotional seeing so many people, not only stepping out of their comfort zone and being brave enough to go barefaced on social media, but also baring their souls in terms of the feelings and stories they’ve shared."

Tell us about the campaign ambassadors; how and why were these individuals selected?

HW: We knew we needed ambassadors that people with rosacea would truly relate to, people who live with the condition themselves and have a genuine passion for talking about and raising awareness of the disease.

We onboarded six ambassadors who were rosacea patients with a significant social media following, who regularly post about rosacea.

How does the campaign tie into Galderma’s wider marketing strategy?

NH: As the market leader in rosacea, Galderma knows they have a responsibility to support patients throughout their rosacea journey. This campaign forms part of a wider multichannel marketing approach which aims to drive behavioral change, empower patients to expect more, and ultimately help them to achieve clear skin.

What has the response been to the campaign and have there been any particularly moving/notable moments since launch?

HW: This has been such a special campaign to be involved in. We’ve seen an overwhelming number of patient selfies to date and our campaign achieved nearly a million impressions in a two-week period. This has been supported by great traditional media coverage with headlines such as “#RosaceaNoFilter campaign sweeps social media as sufferers speak candidly about the struggles of the skin condition.” It’s been so emotional seeing so many people, not only stepping out of their comfort zone and being brave enough to go barefaced on social media, but also baring their souls in terms of the feelings and stories they’ve shared.

One of the campaign hashtags is #ProudToShare. What is something you are particularly proud to share about this campaign?

NH: We are extremely proud of the online community we’ve built through this campaign. Community building, particularly with a condition that is relatively low profile and ridden with shame, is not an easy thing to do. Importantly, the feedback we have received from the influencers and have seen through the online engagement has shown that we have really helped make a meaningful difference to those living with this disease. And that’s the reason we all come to work right?

What key insights/advice can you share based on your experience of this campaign?

NH: As with any good communication, audience insight is key; understanding their current attitudes and mindset is crucial to success. What channels do they use to access information? What are their key concerns? What is the information gap? Address these and you will shape a winning campaign.

HW: If you want a campaign to go viral on social media, simplicity is important. People are time-poor and more likely to engage if the “ask” is relatively quick and easy. Take the time; do your research to identify the right online influencers. Don’t underestimate the power of micro-influencers—their following may be relatively small compared to macro-influencers, but the targeted (interest-based) and more engaging nature of their following makes them mighty! Consistent use of the right hashtags to drive awareness and measure success is also critical.

 

 

Natalie Hoegen

Natalie is a Senior Client Services Director at Havas Life Medicom. Her 5 seconds of fame was on MTV’s The Real World: London.

Helena Wright

Helena Wright is a Director of PR & Creative Communications at Havas Life Medicom. She has never watched an episode of Game of Thrones. Khaleesi who?

"Our challenge was to encourage people with rosacea to speak out, challenge the stigma, and empower them to be #ProudToShare their selfies and say 'this is me.'”

It’s human nature to hide your biggest insecurities. But baring these to the world gets a lot easier when you discover a community of like-minded people bravely sharing theirs together.

It’s easier to be brave when you’re not alone.

Last month Havas Life Medicom and Galderma helped build a brave community of rosacea sufferers through #RosaceaNoFilter, an empowering disease awareness movement. The campaign swept across the globe during Rosacea Awareness Month (April), inspiring people suffering from rosacea—a chronic inflammatory skin disease—to be #ProudToShare the true burden of this distressing disease.

Havas Life Medicom’s Natalie Hoegen and Helena Wright tell us how the team brought a low-profile, often misunderstood skin disease into the media spotlight through the viral #RosaceaNoFilter movement and helped to build a community of peer-to-peer support.

Tell us about Galderma’s Rosacea: Beyond the visible campaign and how #RosaceaNoFilter came together.

Natalie Hoegen: In 2018 Galderma conducted a first of its kind global market research study involving over 700 rosacea patients and over 500 healthcare professionals (HCPs) to investigate the burden of rosacea and areas where patient and HCP attitudes differ. An expert-authored report of the findings, Rosacea: Beyond the visible, became available in June 2018. This highlighted the need for increased understanding of the psychosocial impact of the disease for patients. This core insight was the driving force behind a phased global, integrated marketing and PR campaign.

Helena Wright: From a PR point of view we leveraged the insights from the research through the launch of dedicated @Beyond_visible Twitter and Rosacea: Beyond the visible YouTube channels in 2018 with content focused on getting conversations started.

Rosacea Awareness Month in April 2019 provided a chance to build on the success of the 2018 campaign and reach even more patients through Instagram (@Rosacea_Beyondthevisible), which had taken over Twitter as the platform of choice. Launching the campaign during Rosacea Awareness Month was a no brainer, and #RosaceaNoFilter was born!

What were the goals of the #RosaceaNoFilter movement and what challenges did you have to overcome?

HW: Through the #RosaceaNoFilter hashtag, our aim was to inspire rosacea patients to share their true feelings and experiences, harnessing the power of peer-to-peer dialogue. Patients got involved by simply sharing barefaced, makeup-free, no-filter selfies.

NH: Rosacea is a very visible disease, so it lends itself well to selfies, but there is so much more to the disease than just the visible signs. Invisible symptoms play a huge role in affecting patients’ quality of life and, these combined, can lead to feelings of shame, isolation, and stigma. Our challenge was to turn this on its head, encourage people with rosacea to speak out, challenge the stigma, and empower them to be #ProudToShare their selfies and say “this is me.” This was a huge ask and a brave step for our client and our six patient ambassadors who led the way with their barefaced selfies.

"It’s been so emotional seeing so many people, not only stepping out of their comfort zone and being brave enough to go barefaced on social media, but also baring their souls in terms of the feelings and stories they’ve shared."

Tell us about the campaign ambassadors; how and why were these individuals selected?

HW: We knew we needed ambassadors that people with rosacea would truly relate to, people who live with the condition themselves and have a genuine passion for talking about and raising awareness of the disease.

We onboarded six ambassadors who were rosacea patients with a significant social media following, who regularly post about rosacea.

How does the campaign tie into Galderma’s wider marketing strategy?

NH: As the market leader in rosacea, Galderma knows they have a responsibility to support patients throughout their rosacea journey. This campaign forms part of a wider multichannel marketing approach which aims to drive behavioral change, empower patients to expect more, and ultimately help them to achieve clear skin.

What has the response been to the campaign and have there been any particularly moving/notable moments since launch?

HW: This has been such a special campaign to be involved in. We’ve seen an overwhelming number of patient selfies to date and our campaign achieved nearly a million impressions in a two-week period. This has been supported by great traditional media coverage with headlines such as “#RosaceaNoFilter campaign sweeps social media as sufferers speak candidly about the struggles of the skin condition.” It’s been so emotional seeing so many people, not only stepping out of their comfort zone and being brave enough to go barefaced on social media, but also baring their souls in terms of the feelings and stories they’ve shared.

One of the campaign hashtags is #ProudToShare. What is something you are particularly proud to share about this campaign?

NH: We are extremely proud of the online community we’ve built through this campaign. Community building, particularly with a condition that is relatively low profile and ridden with shame, is not an easy thing to do. Importantly, the feedback we have received from the influencers and have seen through the online engagement has shown that we have really helped make a meaningful difference to those living with this disease. And that’s the reason we all come to work right?

What key insights/advice can you share based on your experience of this campaign?

NH: As with any good communication, audience insight is key; understanding their current attitudes and mindset is crucial to success. What channels do they use to access information? What are their key concerns? What is the information gap? Address these and you will shape a winning campaign.

HW: If you want a campaign to go viral on social media, simplicity is important. People are time-poor and more likely to engage if the “ask” is relatively quick and easy. Take the time; do your research to identify the right online influencers. Don’t underestimate the power of micro-influencers—their following may be relatively small compared to macro-influencers, but the targeted (interest-based) and more engaging nature of their following makes them mighty! Consistent use of the right hashtags to drive awareness and measure success is also critical.

 

 

Natalie Hoegen

Natalie is a Senior Client Services Director at Havas Life Medicom. Her 5 seconds of fame was on MTV’s The Real World: London.

Helena Wright

Helena Wright is a Director of PR & Creative Communications at Havas Life Medicom. She has never watched an episode of Game of Thrones. Khaleesi who?

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