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Novartis readies psoriasis campaign

Novartis Pharmaceuticals Canada of Laval, QC is preparing a new campaign intended to raise awareness of the emotional and physical effects of psoriasis. The campaign will include a commercial featuring a number of Canadian dermatologists with parts of their bodies painted to represent the symptoms of their patients. The bodypainting, done by performance artist Natalie Fletcher, is intended to raise awareness of the discrimination or embarrassment experienced by psoriasis patients.

"Novartis is committed to helping Canadians with psoriasis overcome the stigma, psychological and social issues that too often accompany the pain and other symptoms of the condition," said Janice Murray, president of Novartis Pharmaceuticals Canada. "Dermatologists see first-hand the emotional and physical burden psoriasis places on their patients. We are very proud to be working in collaboration with the CDA, who represents dermatologists across the country, to highlight these realities through art."

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