UCB is encouraging people with immunology-driven diseases such as hidradenitis suppurativa (HS), plaque psoriasis and psoriatic arthritis (PsA) to wear their heart on their sleeve in a new community-driven program.
For those living with chronic skin conditions such as psoriasis, HS and PsA, deciding what to wear each day can be a battle that goes beyond style. Those with plaque psoriasis may avoid black clothing due to fear of visible skin flaking on the fabric, while people with HS might worry about drainage or leaking from a disease flare showing up on white clothing.
Patients with stiff or painful joints from PsA, meanwhile, may struggle with the act of getting dressed itself, especially when dealing with things such as buttons on clothes, UCB explained in a release.
Now, the disease community can reclaim white and black t-shirts with “Wear It Out,” hallmarked by a one-of-a-kind, “condition-conscious” t-shirt line made by graphic artist Sophia Yeshi. Yeshi worked with patients and advocates to create designs that “reflects the beauty, courage and individuality of the community,” Yeshi noted.
“My work explores themes of identity, resilience, and belonging, so when I was given the opportunity to create something beautiful out of the often challenging experiences of real people living with these conditions, I was so inspired,” Yeshi said in the release. "Every person who shared their story brought a unique perspective and sense of strength to this project.”
Printed on a custom blend of bamboo and organic cotton specifically meant to be a skin-safe, non-irritating blend for patients with the skin diseases, the t-shirts come in white and black and depict a colorful display of self-expression, featuring abstract people surrounded by a wave of blue, orange and purple hues. On the black and white t-shirts, the designs become “symbols of the choices others may never understand,” UCB said.
“Getting dressed should not be a strategic decision, and feeling comfortable in your own body should never feel out of reach, but for many people with HS, PSO, or PsA, it can be [by] quietly ruling out a white or black shirt or skipping an invitation because of what the condition may show,” UCB’s head of patient strategy, U.S. immunology Brittany Blair explained.
“Wear It Out transforms that quiet calculation into a visual community symbol worth celebrating and it is a reminder that no one should have to settle for less than feeling like themselves in their healthcare journey.”
“Wear It Out” shines a light on the unseen disease impacts of the approximately 2.5 million people living with HS in the U.S. and the some 11.3 million with psoriasis or PsA. To get in on the wearable t-shirt aspect of the project, patients are encouraged to visit the associated campaign website to join the “Wear It Out” community, engage with educational and treatment resources and share their own story via audio or video to receive their own shirt.
Patients must share their story to receive a shirt, but contributions don’t have to be lengthy and won’t be used by UCB without consent, the company emphasizes on the website.
“Whether it’s just a thought or a more detailed experience, every story helps bring the Wear It Out program to life,” the website explains.
An “explore treatment” tab on the site directs patients to UCB’s product website for Bimzelx, the company’s FDA-approved biologic for psoriasis, PsA, non-radiographic axial spondyloarthritis, ankylosing spondylitis and HS.
Last month, Bimzelx took the top spot on iSpot.TV’s monthly ranking of drug ad spending, reflecting both streaming data and traditional linear TV. According to iSpot, UCB spent a total of $56.9 million on Bimzelx streaming and linear ads in September as the company looks to further expand the reach of its immunology blockbuster.