Bristol Myers Squibb has partnered with award-winning actor Ted Danson, who lives with plaque psoriasis, for a new campaign called “SO, Have You Found It?” The initiative spotlights the 2 million Americans with moderate to severe plaque psoriasis, aiming to amplify their voices. The campaign aims to signify a shift in dialogue from the challenges associated with the condition to empowering individuals to confidently navigate their plaque psoriasis in partnership with their dermatologists, according to Bristol Myers, the maker of plaque psoriasis treatment Sotyktu (deucravacitinib).

“Navigating plaque psoriasis is both deeply personal and often challenging for many patients,” Carlos Dortrait, senior vice president and general manager of U.S. Immunology and Neuroscience at Bristol Myers Squibb, said in a company news release. “‘SO, Have You Found It?’ builds on the empowering narrative of our ‘Found It’ consumer campaign. It aims to address not just the visible skin symptoms, but also the hidden burden of the condition. Our goal is to inspire patients to talk with their dermatologists to explore treatment options that work for them and to highlight their strength, their ‘it’ factor, as they navigate their condition."

“Being part of ‘SO, Have You Found It?’ hits close to home for me,” said Mr. Danson. “This isn't just another role; it's a part of my life. I've dealt with the ups and downs of plaque psoriasis for decades. This campaign gives so many of us living with the condition a platform to openly share our stories and feel empowered to self-advocate and honor our identity.”

A new video featuring Ted Danson was released as part of the campaign. The video focuses on the lived experiences of those with moderate to severe plaque psoriasis, blending real stories of triumph, resilience and self-advocacy. Future episodes aim to deepen the connection with viewers, offering a mix of genuine perspectives and expert insights, and capturing the multifaceted journey of living with moderate to severe plaque psoriasis.