Over 2 million German psoriasis patients suffer not only from their disease but also from the lack of being touched. We created a digital-centric campaign focusing on this emotional element of the disease. Disruptive photography drew attention. The story was amplified through partnerships with healthcare professionals and Germany’s leading newspapers. Social media and a 360-degree media outreach spread the word. All of this led to the “Please Touch” website, a content hub we created for patients to share their stories, ask questions and find information about specialized dermatologists.