Galderma has called in the healthcare shop in advance of new product launches later this year and next, which are currently awaiting licence. Signature Communications has been appointed to the account following a competitive pitch.
Signature is charged with implementing a series of medical education and direct-to-consumer campaigns initially focusing on the acne arena. The campaign will include PR, digital and viral activity.
A key challenge for the agency will be engaging the different groups affected by acne. The skin condition affects both sexes and a diverse range of age groups. The agency will specifically target groups including teenage boys and women in their early twenties.
Acne is a common skin disorder that affects many young people in early puberty. Its severity typically reaches its peak around the ages of 17 to 19. For most people, acne tends to go away by the time they reach their mid-twenties.
Very sensitive people may continue to have the disorder until they reach their forties and late-onset acne is beginning to affect more women in their late twenties.
The account will be headed up by Signature joint founders Siobhan Wastie and Cerys Evans. The agency was set up by the ex-HSD duo last year (PRWeek, 29 May 2008).
The pair left healthcare specialist HSD to set up their own consultancy just months after the agency was bought out by integrated comms agency Gyro International.