Tuesday, September 22, 2026

Almirall launches film-led awareness campaign on atopic dermatitis

Almirall has launched an international disease awareness initiative focused on atopic dermatitis. The dermatology-focused pharmaceutical company introduced the #ATOPIKER campaign for World Atopic Dermatitis Day on 14 September 2026.

The centrepiece is a 60-minute film combining medical context with personal perspectives on living with the chronic inflammatory skin condition. The campaign aims to draw attention to disease burdens that are often not immediately visible.

Addressing stigma and daily burden

According to Almirall, around 129 million people worldwide live with atopic dermatitis, known in Germany as Neurodermitis. The company cites approximately 3.2 million affected people in Germany.

The campaign focuses on social and psychological dimensions of the disease, including stigma around visible skin symptoms, misconceptions that lesions may be contagious, and the tendency to minimise the condition as only a skin issue. Almirall also states that 72 percent of people with moderate to severe atopic dermatitis experience symptoms on visible areas such as the face or neck.

“With #ATOPIKER, we show how disease awareness can work today,” says Swantje Heikenwälder, Associate Marketing Director at Almirall Germany. The initiative was developed with patients, a psychologist and dermatologists.

Multi-channel rollout includes cinemas

Almirall is supporting the campaign across several channels. Short video assets on LinkedIn and Instagram direct users to a dedicated landing page, while collaborations with consumer and health influencers are intended to extend reach into relevant communities.

The film will also be screened in selected cinemas in Germany and Spain. Actress África Luca de Tena, who lives with atopic dermatitis herself, plays a central role. The awareness film is available online via Atopicall.