‘Eczema Unmasked’ is a campaign that I’m truly proud to have been part of in the midst of a global pandemic. Aside from the wider health challenges that 2020 brought to the table, eczema is a skincare condition that currently affects one in five children and one in twelve adults in the UK, and can significantly impact the quality of life for sufferers.
I worked with National Eczema Society to launch a campaign for National Eczema Week 2020 that was aimed at educating people in the UK about eczema, and at highlighting the profound ways that people are affected by eczema in their daily lives.
The charity commissioned a survey to uncover some hard-hitting statistics on the physical impact of eczema (itchiness and soreness), the mental impact (anxiety and self-consciousness), the impact on day-to-day living (jobs and relationships) and longer-term life impacts. These headline stats were used to generate press coverage around the campaign.
Before launching the ‘Eczema Unmasked’ campaign, I helped National Eczema Society refresh their social media strategy to look at how we could grow the existing community whilst increasing awareness of the services the charity offers to all that are living with eczema in the UK. It was important to ensure we were hitting the right people, with the right messages, on the right channels.
Once the overall brand strategy was in place, I devised a plan to launch the campaign on social, which consisted of content ideation, influencer outreach and a paid campaign strategy, all of which was executed during National Eczema Week.
I onboarded a well-known eczema influencer and body positivity champion, Nicola Johnston to create some impactful content based on her personal experience of living with eczema. It was important for us to share a genuine and authentic point of view of how eczema can affect your life.
I also worked with an animator to produce some short and snappy illustrated videos that featured our hard-hitting stats from the survey.
Over the week long campaign, we achieved the following results across Facebook, Twitter and Instagram:
- 509K total impressions
- 24.1K total engagements
- 590 new followers
- 180 uses of #EczemaUnmasked
- 65.1K views on BBC Breakfast
Here’s what the general public had to say…
“Thank you for sharing your story and experience so eloquently. I recognised myself throughout. Great awareness-raising testimonial.”
“My eczema has been terrible the last few years, very similar to what you’re describing. Thanks for giving me some hope that it might improve one day.”
“I’m really happy to find this page, can relate to every story. Thank you.”
“Thank you for sharing your story. Makes me feel a bit better knowing I’m not the only one.”
Francesca Maria Creative Services 