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The challenge in the second year of the Show More of You campaign was finding the common ground for people living with psoriatic disease. Patients living with psoriasis typically have their symptoms manifest outwardly while those who have psoriatic arthritis have symptoms that are more internal.


The hypothesis: while it would seem they have very little in common, their struggles, emotions and challenges were quote similar.

So, we invited a group of people to step into the spotlight in a whole new way and tell their stories with the hope of encouraging others to also show more of their true selves.


Partnering with a renowned photographer for a stunning photo-shoot, these five people living with psoriatic disease became the heroes of the campaign and were featured on a robust website and social media push.

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