Almirall’s ‘Moving aheAD’ campaign adapts famous art to raise atopic dermatitis awareness

Key takeaways:

• Almirall’s campaign will offer an “Atopic Museum” featuring famous art adapted to convey facts about atopic dermatitis.
• Currently, 4.4% of the population in the European Union suffers from atopic dermatitis.

In honor of World Atopic Eczema Day, Almirall announced the launch of its atopic dermatitis awareness campaign, “Moving aheAD,” according to a company press release.

The purpose of the campaign is to debunk common myths surrounding the dermatological condition, such as its contagious nature, and to highlight the impact AD can have on mental health and social well-being.

The virtual campaign will feature an “Atopic Museum” where visitors will be able to view famous art — such as Las Meninas by Diego Velázquez, Girl with a Pearl Earring by Johannes Vermeer and Mona Lisa by Leonardo da Vinci — that is adapted by the Spanish artist Aireee to showcase facts about AD.

AD continues to be a widely prevalent disease. The incidence rate has increased in recent decades, with approximately 4.4% of the population in the European Union struggling with the disease, according to the release.

“Atopic dermatitis stands as one of the most pervasive skin disorders, necessitating a collective effort to shed light on its challenges,” Volker Koscielny, MD, chief medical officer at Almirall, said in the release. “The ‘Moving aheAD’ campaign is an ongoing commitment, and we are actively devising new initiatives and activities aimed at enhancing awareness among society, patients and health care professionals, thereby advancing the well-being of those living with atopic dermatitis.”