For AADA (the Atopic Dermatitis Patients Association), this campaign is built around a powerful and deeply human insight. Launched on the occasion of the National Atopic Dermatitis Day, it carries the claim “I wish I could” and aims to raise awareness about atopic dermatitis, a condition that ranges from mild forms to the most extreme cases.
In its most severe stages, patients live with constant, unbearable itching that affects every part of their daily lives. Many express it with a heartbreaking thought: “I wish I could take my skin off.”
The goal of the campaign is to shed light on this often-misunderstood reality and ensure that these extreme cases are not minimised or overlooked. It seeks to encourage a shift in terminology, referring to these situations as “the unbearable itch disease” to more accurately reflect what patients truly endure.
For AADA (the Atopic Dermatitis Patients Association), this campaign is built around a powerful and deeply human insight. Launched on the occasion of the National Atopic Dermatitis Day, it carries the claim “I wish I could” and aims to raise awareness about atopic dermatitis, a condition that ranges from mild forms to the most extreme cases.
In its most severe stages, patients live with constant, unbearable itching that affects every part of their daily lives. Many express it with a heartbreaking thought: “I wish I could take my skin off.”
The goal of the campaign is to shed light on this often-misunderstood reality and ensure that these extreme cases are not minimised or overlooked. It seeks to encourage a shift in terminology, referring to these situations as “the unbearable itch disease” to more accurately reflect what patients truly endure.
For AADA (the Atopic Dermatitis Patients Association), this campaign is built around a powerful and deeply human insight. Launched on the occasion of the National Atopic Dermatitis Day, it carries the claim “I wish I could” and aims to raise awareness about atopic dermatitis, a condition that ranges from mild forms to the most extreme cases.
In its most severe stages, patients live with constant, unbearable itching that affects every part of their daily lives. Many express it with a heartbreaking thought: “I wish I could take my skin off.”
The goal of the campaign is to shed light on this often-misunderstood reality and ensure that these extreme cases are not minimised or overlooked. It seeks to encourage a shift in terminology, referring to these situations as “the unbearable itch disease” to more accurately reflect what patients truly endure.
For AADA (the Atopic Dermatitis Patients Association), this campaign is built around a powerful and deeply human insight. Launched on the occasion of the National Atopic Dermatitis Day, it carries the claim “I wish I could” and aims to raise awareness about atopic dermatitis, a condition that ranges from mild forms to the most extreme cases.
In its most severe stages, patients live with constant, unbearable itching that affects every part of their daily lives. Many express it with a heartbreaking thought: “I wish I could take my skin off.”
The goal of the campaign is to shed light on this often-misunderstood reality and ensure that these extreme cases are not minimised or overlooked. It seeks to encourage a shift in terminology, referring to these situations as “the unbearable itch disease” to more accurately reflect what patients truly endure.