In 2019, a major drug manufacturer wanted to launch an awareness campaign for ankylosing spondylitis (AS). AS is a long-term, chronic condition in which the spine and other areas of the body can become inflamed. Patients are often embarrassed, and carry the stigma with them of having an autoimmune disease. Because of this, patients live in pain and can sometimes go lengthy times without a proper diagnosis. We realized that this condition needed to be talked about more openly and honestly.
To put it bluntly, ankylosing spondylitis is just a monster pain in the “AS.” The campaign empathized with patients, and showed what it is really like living with AS — almost like having a monster on your back 24/7.
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