Awareness Campaign for
Canadian Skin Patients Alliance
Shed the Shame.
“Shed the Shame” is an awareness campaign for The Canadian Skin Patient Alliance (CSPA). As a national non-profit organization CSPA is dedicated to advocate, educate, and support Canadians living with skin diseases, conditions, and traumas. Using the awareness day “Bell Let’s Talk”, we created a campaign to raise awareness about a specific skin condition, atopic dermatitis (also known as eczema).
The Challenge
Atopic dermatitis is a rare skin condition that affects 17% of Canadians. Kicking off an awareness campaign on “Bell Let’s Talk Day”, CSPA wanted to develop a social media campaign to start a bigger conversation (via social media) on mental health. They have already successfully leveraged the social media platforms Facebook and Twitter. With the “Shed the Shame” campaign, they saw a great opportunity to develop a strategy for a younger audience, for Instagram as well.
The Campaign
Within just 3 weeks from our first conversation to campaign kick-off, we developed the campaign theme, strategy, content and creative assets. We believe that the client has the best ideas, so collaboration was critical for a successful campaign. Kudus to the CSPA team for their commitment! We had so much fun working together. Using the 5-Pillar content strategy, we developed the campaign “Shed the Shame”. After identifying the audience (teenagers, and parents of smaller children), we created stories based on their problems and frustrations and how atopic dermatitis affects their day to day life.
The Challenge
Atopic dermatitis is a rare skin condition that affects 17% of Canadians. Kicking off an awareness campaign on “Bell Let’s Talk Day”, CSPA wanted to develop a social media campaign to start a bigger conversation (via social media) on mental health. They have already successfully leveraged the social media platforms Facebook and Twitter. With the “Shed the Shame” campaign, they saw a great opportunity to develop a strategy for a younger audience, for Instagram as well.
The Campaign
Within just 3 weeks from our first conversation to campaign kick-off, we developed the campaign theme, strategy, content and creative assets. We believe that the client has the best ideas, so collaboration was critical for a successful campaign. Kudus to the CSPA team for their commitment! We had so much fun working together. Using the 5-Pillar content strategy, we developed the campaign “Shed the Shame”. After identifying the audience (teenagers, and parents of smaller children), we created stories based on their problems and frustrations and how atopic dermatitis affects their day to day life.
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