InSensitive Content

Strategy

The team noticed that most content on social media is blocked and limited. This led the team to realise that the guidelines which were in place to protect people were intrinsically harming others. In tackling the way social media mediates content, there would be a chance to raise awareness of the condition, while helping people feel seen and understood.

Creativity

To highlight the impact that content blockers have, the team needed to create a campaign that tapped into the emotive impact it has on people living with GPP. Rather than highlight the condition, the work showed patients in the way social media forces them to be seen.

A campaign that talked about a condition that social media wouldn't let us show was required. By using visual language that people were familiar with on social, the brand was able to tap into people’s existing understanding to create a more instant connection with them.

Results

The campaign was reshared and engaged thousands of the world’s leading dermatologists, starting conversations on the clinical and emotional impact which guidelines have. To further highlight how algorithms discriminate against people with GPP, the campaign itself was censored and blocked by Instagram.

Campaign reach & awareness reached 20.3 million impressions, with 221,000 clicks. During the promotional period for Phase 2 of the campaign, Brandwatch data showed ‘mental health’ as a trending topic related to GPP - a key message in the campaign.

A collaboration with Dr. Joel Gelfand to amplify the campaign allowed the content to potentially reach 10,000 of his LinkedIn audience, a significant portion of whom are also dermatology professionals.