In an effort to raise awareness in a world where social media has placed greater emphasis and social pressure on physical appearance, a campaign by Edelman Malaysia is issuing “a heartfelt war cry” from those braving a rare immune disorder that starts with impacting ones’ skin condition before affecting bones leading to arthritis and more.
Driven by the insight ‘I want to feel sun on my skin’, the music video takes viewers into the everyday world of Psoriasis Heroes, their struggles, dilemma, and desires.
“This perhaps is the making of world’s first all Psoriasis fighters Music Band,” said Mazuin Zin, Managing Director Edelman. “As the music video was composed, choreographed and performed entirely by the sufferers.”
Music has the power to unite people and rally them under one cause, and these 14 Psoriasis fighters are here to prove it. Coming from various backgrounds, these Psoriasis fighters went through a musical journey in hopes of inspiring others living with Psoriasis to not lose hope and rally support from the people to help them get access to treatments. The journey began at a workshop with Zee Avi, who heard their stories and used it as her inspiration to write this song. These Psoriasis fighters spent the next few weeks recording the song and filming the music video, while overcoming their flare-ups to ensure that they send out the message loud and clear! With that, we are proud to present to you ‘My Skin’ by Psoriasis Fighters, written and composed by Zee Avi and Yuswa Ansari. Please continue supporting Psoriasis patients by signing the petition at: http://chng.it/SXg9MJ9F #BePsoPositive #Ask4Clear
Posted by Novartis Malaysia on Sunday, December 8, 2019
The song and music video is an outcome of a creative collaboration between Psoriasis Heroes and renowned songwriter and singer Zee Avi. The initiative supported by Psoriasis Association of Malaysia and Novartis Malaysia along with Edelman has already received a phenomenal support for the petition with over 1110 sign-ups in the past fortnight (perhaps the largest support garnered for any Psoriasis initiative worldwide in such record time).
The initiative wouldn’t have been possible without our following Psoriasis Heroes who braved their internal fears to lend their voice and heart to this content story creation. A special thanks to our Psoriasis heroes (Rocyie Wong, Lea, Sofia Lovi Ramasamy, Charles, Patrina, Asiff, Amirul, Nik, Shariman, Ananth, KK, Remalatha, Aliff, Gwen).
You can support Psoriasis patients by signing the petition.