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DUBAI: The growing need to raise awareness in the UAE around the often-overlooked condition of Atopic Dermatitis (AD) -- more commonly known as eczema – is being addressed by Dr. Anwar Al Hammadi, Consultant Dermatologist and President of the Emirates Dermatology Society, who officially launched the #LivingWithEczema network and campaign today.
A first-of-its-kind nationwide initiative, #LivingWithEczema aims to raise awareness of the impact of AD. “The network will grow to include other stakeholders representing the government, media, patients and thought leaders, to address the complex nature of the condition,” said Dr. Al Hammadi at the launch of the campaign.
The #LivingWithEczema network and campaign has been established to give members of the community suffering from AD the knowledge and confidence to tackle their condition, whilst also serving as a platform to drive the conversation around it.
“Atopic Dermatitis remains the most common skin condition and yet, there are still many misconceptions surrounding its symptoms and management. This can perpetuate stigmatisation and lead to adverse effects for those who endure it. We believe that raising awareness of Atopic Dermatitis is the first step towards equipping patients with the right information to ensure safe and effective disease management, educating their family and friends to increase support, and enabling healthcare professionals to take informed decisions to properly manage the condition,” he explained.
AD is a chronic, immune-mediated disease that is systemic and visible on the skin. [1] In moderate-to-severe cases, its symptoms can include an intense, relentless itch, skin dryness, cracking, redness, crusting and oozing.1
“AD affects 10 to 25 per cent of children, around 10 to 20 per cent of adults globally. These individuals are not only battling physical symptoms but are also dealing with its impact on their mental wellbeing and quality of life, which is an important aspect to address. Our aim is to own the conversation and help lift the current stigma around the condition,” he added.
The network is being supported by Sanofi and will reach the local community via a dedicated Facebook and Instagram page titled ‘LivingWithEczemaNetwork’, which were launched today during the inaugural meeting.
“At Sanofi, we are constantly looking at ways to create value in patients’ lives, and within the healthcare community. We are looking forward to our collaboration with Dr. Anwar Al Hammadi. His passionate and prolific work in raising awareness of Atopic Dermatitis will help to greatly amplify the reach and effect of this network, making an impact on people with the condition, their loved ones and the community” said Jean-Paul Scheuer, Country Chair and General Manager, Gulf Countries, Sanofi.
Led by Dr. Al Hammadi, the network will meet every quarter to discuss actions, deliverables and progress, and will soon reveal their first plan of action. Visit Facebook and Instagram to follow the coalition’s news and updates.
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About #LivingWithEczema
#LivingWithEczema is a pioneering nationwide initiative launched in the UAE to help raise awareness about Atopic Dermatitis (AD) – a chronic skin condition most commonly known as eczema, by driving key conversations among various communities. It aims to empower individuals suffering from the condition, tackle misconceptions around AD, and enable healthcare professionals to take informed actions regarding the management of the condition. The initiative is being driven by a network of thought leaders, policy makers and experts, that is led by Dr. Anwar Al Hammadi, Consultant Dermatologist and President of the Emirates Dermatology Society and supported by Sanofi.
The campaign was launched in April 2019 and hosts virtual communities across its social media platforms. Visit Facebook and Instagram for more information about Atopic Dermatitis and the #LivingWithEczema initiative.
Hashtags #LivingWithEczema and #SeeYourDermToday are two strong call-to-actions that the network promotes to strongly encourage the general public to know more about eczema and seek help from a healthcare professional.
For more information, contact:
Sanofi
Jorhie Alban
Communications Director, Gulf Countries
M: +971 55 6258292
E: jorhie.alban@sanofi.com
ASDA’A BCW
Diana Khambatta
Associate Account Manager
M: +971 50 8764 094
E: Diana.Khambatta@bcw-global.com
SAGUL.DUP.19.03.0090
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