PM360 2022 Trailblazer Awards Direct-to-Patient Campaign Silver Winner Sun Pharmaceuticals and Fingerpaint

Treat What Happened Yesterday (Sun Pharmaceuticals and Fingerpaint)

Folks from the ’70s loved hanging at the beach and boardwalk. Unfortunately, if they didn’t put on sunscreen, all of that fun-in-the-sun could have led to some not-so-fun crusty, pre-cancerous spots on their faces and extremities known as actinic keratosis (AK).

Sun Pharmaceuticals has a solution though—LEVULAN KERASTICK + BLU-U. Coupled with Fingerpaint, they educated patients about a treatment that affects over 58 million Americans (many of whom didn’t even know they had AK).

The campaign, “Treat what happened yesterday, today,” included ’70s-themed macrame bikinis, bell bottoms, and unironic moustaches. The sense of nostalgia proved a successful way to educate about AK and increase awareness for the solution. All collateral drove patients to a very groovy and very information-packed website where 60% of site visitors deeply engaged with the content versus the industry average of 25%.


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