“Moving Ahead” Campaign Will Raise Awareness About Atopic Dermatitis

Almirall announced the launch of its atopic dermatitis (AD) awareness campaign “Moving AheAD” in observance of World Atopic Eczema Day. Visitors to the virtual “Atopic Museum” highlights facts about AD through famous paintings such as “Las Meninas” by Velázquez, Vermeer's “Girl with a Pearl Earring” or Leonardo da Vinci's “Mona Lisa” adapted by the artist Aireee.¹

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The initiative counters myths about AD such as its contagious nature, its link to psychological factors, and that all patients with AD experience the same level of discomfort and suffering. The “Atopic Museum” sheds light on the realities of AD, including its significant impact on wellbeing and social interactions.

The “Moving AheAD” campaign will continue beyond World Atopic Eczema Day, bringing new initiatives and strategies to increase awareness among society, patients, and healthcare professionals.

The campaign seeks to raise awareness about the prevalence of AD, which affects 4.4% of adults in the European Union, with 20% to 30% of these patients experiencing moderate to severe AD. The disease impacts not only skin, but the itching and inflammation negatively affect quality of sleep, physical activity, emotional wellbeing, work productivity, and interpersonal relationships.

“We AD patients often feel trapped in our own skin, experiencing a sensation similar to the discomfort of a sunburn. This feeling lasts for days, accompanied by countless cracks and sores caused by incessant scratching,” said África Luca de Tena, co-founder of AADA (Spanish Association of people suffering from AD). “Describing the itch is nearly impossible; at times, it feels like it’s running through my bones, an intense and deep sensation that compels me to scratch almost compulsively. Living with this condition has shaped my understanding of the world. For the longest time, I believed that sweat was inherently itchy, and only recently have I realized that is not the case.”

Almirall is a biopharmaceutical company focused on medical dermatology and addressing needs of patients through collaboration with scientists and healthcare professionals.

Reference

1. “Moving Ahead,” by Almirall: A message to raise awareness about atopic eczema. News release. September 14, 2023.