Almirall Launches New Campaign, Atopic Museum for World Eczema Day

September 14, 2023
Almirall Launches New Campaign Atopic Museum for World Eczema Day image

Sept. 14th, 2023 marks World Eczema Day

Almirall unveiled its atopic dermatitis awareness campaign "Moving aheAD" for World Atopic Eczema Day.

The campaign includes the “Atopic Museum,” a virtual space designed to foster a deeper understanding of AD by dispelling the myths and presenting facts about the condition through the lens of paintings such as “Las Meninas” by Velázquez, Vermeer's “Girl with a Pearl Earring” or Leonardo da Vinci's “Mona Lisa” adapted by the artist Aireee. The " Atopic Museum" seeks to illuminate the realities of AD's significant influence on wellbeing and social interactions. 

Understanding the daily struggles of those living with atopic dermatitis is extremely difficult as the complexities of this condition often remain hidden from view. 

"We AD patients often feel trapped in our own skin, experiencing a sensation similar to the discomfort of a sunburn. This feeling lasts for days, accompanied by countless cracks and sores caused by incessant scratching, “ says África Luca de Tena, Co-Founder of AADA, the Spanish Association of people with AD, in a newsletter.” Describing the itch is nearly impossible; at times, it feels like it's running through my bones, an intense and deep sensation that compels me to scratch almost compulsively. Living with this condition has shaped my understanding of the world. For the longest time, I believed that sweat was inherently itchy, and only recently have I realized that it is not the case. “

Dr. Volker Koscielny, Chief Medical Officer at Almirall adds, “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 healthcare professionals, thereby advancing the wellbeing of those living with atopic dermatitis.” 

Furthermore, Almirall is also supporting GlobalSkin's initiative for World Atopic Eczema Day, an annual awareness initiative launched in 2018.

PHOTO CAPTION: The Atopic Meninas, a painting illustrated by the designer Irene Gallego "Aireee" for Almirall's "Atopic Museum".

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