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Case Study: Centocor hires Dara Torres for Psoriasis campaign
 
Client : Centocor
Project : Psoriasis Campaign
Celebrity : Dara Torres
Situation
Centocor Dermatology is dedicated to the development of therapies for severe and disfiguring diseases of the skin.
Centecor teamed up with The National Psoriasis Foundation (NPF) in the summer of 2008 to create a campaign to help improve the quality of life for millions of Americans with psoriasis and/or psoriatic arthritis, and their families.
The team at Centecor and NPF decided that they needed to put a well-known face to the disease to help promote their efforts.
Solution
In August, 2008 NPF teamed up with Olympic medalist Dara Torres to launch a national public service announcement (PSA) to educate Americans about.
Dara Torres, has lived with psoriasis for nearly 20 years. Torres was the first Olympic athlete to speak out about psoriasis, a disease that affects as many as 7.5 million Americans.
The strategy was to leverage the appeal of Dara and to break into lifestyle and sports media.
The PSA raised awareness that psoriasis is a serious disease of the immune system and not just a cosmetic condition. Torres and the Foundation encouraged those living with this chronic disease to seek support, information and proper treatment to effectively manage their psoriasis.
http://www.psoriasis.org/events/pam/torres_video.php
Dara Torres delivered inspirational speech about living with psoriasis at an internal Centocor sales meeting
 
Media links :
http://www.psoriasis.org/news/press/2008/080825_torres.php
http://www.psoriasis.org/events/pam/torres.php
http://www.oregonlive.com/health/index.ssf/2008/08/olympic_star_i_have_psoriasis.html
 
Results:
PSA Usage Report - thru February 2009
Airings: 3818
Audience: 20,744,000
AD value: $921,175
 
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