THE CAMPAIGN

Vitiligo is a condition where some parts of the skin lose their color, creating lighter or white patches. This happens because the cells that normally give skin its color stop working properly. Vitiligo can appear anywhere on the body, and it can affect people of any age or skin type. The exact cause isn’t fully understood, but it’s believed to be related to the immune system.

When diagnosed early, vitiligo can be managed more effectively, reducing its spread and impact. With this campaign, we aim to encourage healthcare professionals to prioritize early diagnosis and treatment with Opzelura, a therapy developed by Incyte. Our goal is to help HCPs recognize the importance of early intervention, where timely action can significantly improve patient outcomes.

“Daybreak” symbolizes new beginnings—a moment of hope and possibility when positive change feels within reach. It represents a time when the world is full of potential, and for patients with vitiligo, it can be a metaphor for renewed confidence and control over their condition. Daybreak also coincides with a time of day when photosensitive patients can safely avoid the sun’s strongest rays, allowing them to embrace the day with less worry.

To further develop this campaign, we will feature a cross-section of individuals living with vitiligo, each photographed against the uplifting backdrop of a sunrise. These images will capture the diversity of those affected by vitiligo and highlight the unique journeys they face. By setting these portraits against the hopeful outlook of daybreak, we aim to convey to HCPs that early treatment isn’t just about managing a condition—it’s about giving patients a chance at a new beginning. This campaign underscores that early intervention can transform a patient’s relationship with vitiligo, offering them a brighter, more optimistic future.