Almirall, the biopharmaceutical company specializing in medical dermatology, has launched an awareness campaign about atopic dermatitis, a chronic, non-contagious inflammatory disease that affects 7.2% of adults in Spain. The initiative, entitled “Moving AheAD”, begins on September 15 and commemorates World Day of this pathology.
The action presents the Atopic Museum, a virtual space that conveys the impact of neurodermatitis on the daily lives of patients through versions of masterpieces such as “Las Meninas”, “La Gioconda” and “The Girl with a Pearl Earring”. Reinterpreted by the talented illustrator Aireee, these paintings depict the characters with the signs of the disease on their skin and with titles alluding to the disease.
Each painting in the Atopian Museum is linked to a common myth or question about the disease, providing accurate and realistic information to demystify misconceptions. One of the most notable findings is that atopic dermatitis is contagious or that it is a disease that only occurs in childhood. In addition, it highlights the negative emotional impact it can have on patients’ academic, social and professional lives and emphasizes that the experience of the disease varies from person to person.
“Patients often feel alone and misunderstood because many people do not understand that AD goes far beyond just the itch. Every case is different and therefore medical professionals must listen to patients, adapt treatment to their needs and treat them holistically, understanding the psychological impact of the disease,” commented Dr. Pablo de la Cueva, Head of the Dermatology Service at the Infanta Leonor University Hospital.
Dr. For his part, Volker Koscielny, Chief Medical Officer of Almirall, explained: “Atopic dermatitis is one of the most common skin diseases and focusing on it is crucial for society to understand the difficulties of people living with it.” The campaign “ Moving AheAD will continue over time and we will work on new initiatives and activities to raise awareness among society, patients and healthcare professionals, with the aim of further improving the well-being of people with atopic dermatitis.”