The World's Most Uncomfortable Bed

Atopic dermatitis (AD) is a chronic and debilitating condition that causes intense itching, severely affecting daily life and sleep. To raise awareness about AD and promote the benefits of DUPIXENT, Sanofi Genzyme aimed to highlight the disease's burden. Due to Canada’s strict regulations, the campaign avoided naming the drug directly, instead focusing on reaching those affected in a bold and impactful manner.

Bring attention to and create empathy for Atopic Dermatitis (AD), a sever form of eczema, in a bold and disruptive way.

A multi-touchpoint strategy was developed to engage audiences through shareable multimedia content across platforms like an existing website, Facebook, and YouTube, supported by an earned media campaign. This approach helped spark conversations around AD and positioned Sanofi as a leader with a new treatment option in Canada. Collaboration with patient advocacy groups ensured the campaign remained relevant and impactful for those affected.

The custom-built bed was installed in a specially designed room at Toronto’s Gladstone Hotel, with every detail intended to evoke the discomfort of living with AD. For a month, influencers and people close to AD sufferers were invited to spend a night in the room. Their experiences were captured with night vision cameras, allowing the public to witness the challenges of sleeping with AD.

Results from our qualitative and quantitative post-campaign survey revealed that awareness of available treatments increased by 132%. The World’s Most Uncomfortable Bed campaign drove and fostered empathy and an understanding of AD amongst the general public as well as increased conversation. It resulted in further engagement from the patient community and a commitment to continue to build awareness and to educate.