October 29, 2020 is World Psoriasis Day. This annual event dedicated to people living with psoriasis or psoriatic arthritis was established in 2004 to help address their needs, including raising awareness, spreading information, improving access to treatment, and giving the psoriasis community a voice. This year, the theme of the day is centered on “PSORIASIS. IT’S NOT CONTAGIOUS.”

To help raise awareness that psoriasis is not a contagious or unhygienic condition and to help lessen the stigma, discrimination, and exclusion of the 125 million people currently living with the skin condition globally, Fishawack Health has launched a global campaign that leverages face masks to help make this message clear.

Wearing a face mask has become accepted as mandatory to help reduce the spread of COVID-19. While face masks can prevent you from seeing a wearer’s facial expression, Fishawack Health’s campaign allows the mask itself to help someone express their support of a larger movement.

UK-based photographer Sophie Harris Taylor, who has an award-winning focus on skin conditions, shot several people living with psoriasis wearing a mask that says “PsoriasIS NOT CONTAGIOUS.” Psoriasis advocate Leila, who modelled in the campaign, gave a heart-felt message on living with the condition: “It makes me feel really anxious, it makes me feel self-conscious, it still affects me mentally, and it affects me physically.”

Zackaria and Leila. Photography by Sophie Harris Taylor (Swerve Represents Ltd).

Fishawack Health is encouraging people around the world to show their support of people living with psoriasis by downloading a digital face mask and uploading the pictures on social media platforms with the hashtags #PsoNotContagious #WorldPsoriasisDay. Anyone, whether they are directly affected by psoriasis or not, can visit www.psonotcontagious.com to download the “PsoriasIS NOT CONTAGIOUS” mask templates. The website also features additional insights and information about living with psoriasis.

Global Psoriasis Warriors from TikTok and Instagram will also be supporting the campaign, encouraging people to download the social media face masks and share their photos.

Tasia and Chanel. Photography by Sophie Harris Taylor (Swerve Represents Ltd).

Psoriasis advocate Tasia, who also modelled in the campaign, says, “We can all spread awareness and erase any misconceptions that come with psoriasis.”


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