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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Take on Acne

Entered in Fitness, Health, & Wellness, Storytelling

Objective

Develop a video that would empower patients and caregivers to seek treatment for their SRNA sooner and create awareness about how isotretinoins like ABSORICA LD differ from other treatments.

Strategy

Patients described their severe acne breakouts as violent eruptions that burst onto their face—and into their lives—in totally disruptive ways. These interruptions made them feel isolated and prevented them from participating not only in everyday activities but also important life moments.

 

People with SRNA feel as if everyone is staring at them whenever they enter a room. They live in fear of having to speak to someone or find a table with a place for them to sit in a cafeteria. They’d much rather hide than confront their condition. In order to keep our audience engaged with our campaign and inspire them to stand up and fight back, we developed several videos that portrayed patients with SRNA in real-life situations. This extension of our campaign was meant to help our audience relate to our message on a personal and profound level and engage with our content in more meaningful ways. We implemented a highly targeted online video strategy served across mobile and desktop devices; leveraging custom acne, behavioral, and contextual targeting that reach both acne patient and caregiver audiences each with unique messaging conveying the impact of severe acne, particularly in a social setting.

Results

The awareness campaign is projected to reach 4.8M views over a 4-month launch period, presenting a message of an authentic depiction of the anxiety produced by severe nodular acne and its impact on patients’ lives, that drives users to learn more about treatment options for SRNA.

Media

Video for Take on Acne

Produced by

Fingerpaint, Sun Pharma

Link

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

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