Wellderma | MarkeTHINK zone

Not just found in nature

The communication campaign today is raising awareness about atopic dermatitis – this is a condition that causes dry, inflamed and itchy skin.

The campaign is created by ad agency “Be Flaming” for the brand Wellderma.

As this is very specific health problem it’s really important to create awareness in a way, which is easy to understand and close to the end consumer.

In order to achieve this, the campaign is using the “comparison” approach – the key visuals compare dramatic events from the nature (cliffside flaking, volcanic eruptions, riverbed cracks) with the reality of the atopic dermatitis.

Each key visual of the campaign has its specific key message, relating a concrete nature story with a concrete story of the human skin:

This is the neck of the volcano. And Jessica’s too. Eruptions aren’t just found in nature. 90% of people with atopic dermatitis live with them too.
This is the arm of a river. And James’s too. Cracks aren’t just found in nature. 50% of people with atopic dermatitis live with them too.
This is the face of the cliff. And Michael’s too. Flaking isn’t just found in nature. 70% of people with atopic dermatitis live with them too.

And here are the key visuals.

Enjoy!