UCB is expanding its’ “Get Yourself Back” direct-to-consumer (DTC) advertising campaign for bimekizumab-bkzx (Bimzelx) to raise awareness of the challenges faced by those living with hidradenitis suppurativa (HS) by featuring the stories of real people impacted by the condition.
This campaign offers educational resources about both bimekizumab and HS, encouraging people living with the disease to talk with their healthcare provider about whether bimekizumab is right for them. Bimekizumab is the first and only approved treatment for adults with moderate-to-severe HS specifically designed to target interleukin 17A (IL-17A) and interleukin 17F (IL-17F).
“The impact of HS extends beyond physical symptoms. People living with HS experience stigma that affects all areas of life, including interpersonal relationships, education, and work—and this stigma can prevent them from seeking treatment,” says Brittany Blair, U.S. Head, Patient Strategy & Solutions in Immunology at UCB, in a news release. “Awareness about treatment options, like BIMZELX, is crucial for ensuring patients are well-informed, can have open discussions with their doctors, and have access to treatments that can offer relief and help them regain control of their lives.”
In addition to new TV commercials spotlighting three real patients, “Get Yourself Back” includes informational videos and interactive tools and resources for those seeking management options, daily care, and information about HS.
The campaign includes:
• Stories from real people living with HS, including a patient receiving bimekizumab, that showcase their journeys, from living covered up to throwing away some of the items that once held them back, like extra bandages and additional layers of clothing
• Bimekizumab TV commercials, complemented with integrated digital and social ads, and in-office promotional materials
• A website featuring educational content about bimekizumab and HS, including a downloadable discussion guide to empower patient conversations with healthcare professionals
