AbbVie Partners with Award-Winning Redglass Pictures on New Film Shedding Light on the Hidden Struggles of Those Living with Eczema

Rhea-AI Summary

AbbVie announced the launch of a new documentary titled "Under My Skin: Untold Stories of Life with Eczema," which debuted at SXSW 2023 in Austin, Texas. The film aims to highlight the physical and emotional struggles of individuals living with eczema, a chronic skin disease affecting over 31 million Americans. Directed by Redglass Pictures, the documentary presents real-life stories to inspire viewers to seek help. It will be available for U.S. audiences to stream on The Roku Channel starting April 1, 2023. The initiative reflects AbbVie’s commitment to supporting the eczema community and raising awareness about the disease's deeper impacts.

Positive

• Launch of a documentary aimed at raising awareness about eczema.
• Focus on real-life stories may foster community support and advocacy.
• Increases AbbVie's visibility in immunology and dermatology sectors.

Negative

• None.

• "Under My Skin: Untold Stories of Life with Eczema," uncovers the extraordinary physical and emotional impact of those living with the chronic skin disease, showing viewers the power of having the courage to seek help
•  U.S. audiences can stream the film on The Roku Channel starting April 1

NORTH CHICAGO, Ill., March 15, 2023 /PRNewswire/ -- AbbVie (NYSE: ABBV) today announced the launch of a new documentary film, "Under My Skin: Untold Stories of Life with Eczema,"  which debuted at South by Southwest^® 2023 in Austin, Texas. The film, directed by award-winning Redglass Pictures, features the physical and emotional stories of three individuals with eczema to help inspire others to seek appropriate support and live a life unhindered by their disease.

Experience the full interactive Multichannel News Release here: https://www.multivu.com/players/English/9142551-abbvie-launches-atopic-dermatitis-documentary/

While more than 31 million Americans suffer from eczema, the chronic skin disease is often misunderstood, with many brushing it off as simply a rash or itchy skin.¹ In reality, eczema is a chronic inflammatory disease of the immune system often characterized by a cycle of intense itching and scratching that can lead to cracked, scaly and oozing skin.^2,3 While every patient's experience is different, researchers recognize that the impact of eczema is far deeper than the surface.⁴

"Eczema is so much more than a rash," said Alexis, a patient advocate who has lived with eczema since her teenage years and is featured in the film. "It's sleepless nights. It's missing out on things that you really wanted to do. It's a roller coaster to wake up and feel like you have to cover a part of yourself."

Eczema research shows an impact on quality of life, with up to 50% of adults living with eczema reporting that they avoid social interactions because of their disease,⁵ and up to 30% of adults with moderate to severe eczema experiencing sleep-related issues.⁶ While the disease can affect people of all races, research suggests that the itch associated with eczema can be more intense for Black and Hispanic individuals. Rashes can present differently on darker skin tones, often making diagnosis more challenging.⁷ 

"AbbVie is proud to support the eczema community, which includes a range of unique experiences in the journey of living with the condition," said Mike Rancourt, vice president of U.S. dermatology, AbbVie. "'Under My Skin' aims to help shed light on the impact of eczema through the lens of people living with the disease while also highlighting the resilient and supportive spirit within the eczema community."

Rob, featured in the film, shares the physical and mental impact of his atopic dermatitis, the most common form of eczema, and had the courage to speak to his dermatologist. Also featured is Lanese who discusses her lifelong journey with eczema, and the moment she took control of her eczema with her dermatologist after she realized her daughter was also suffering from the skin condition.

"As a filmmaker, we are grateful to bring the stories of these courageous individuals to light, as they show the realities of living with eczema are more than skin deep," said Sarah Klein and Tom Mason, co-directors of Redglass Pictures. "From Alexis' realization that she was not alone in her struggles, to Lanese's determination to not let eczema dictate her life, to Rob's courage to seek help for his eczema – each story is incredibly inspiring."

Watch "Under My Skin: Untold Stories of Life with Eczema" now on YouTube here. In addition, U.S. audiences can stream the film on The Roku Channel starting April 1, 2023. Search "Under My Skin" to find the film on The Roku Channel – available on web, iOS and Android devices, Amazon Fire TV and select Samsung TVs.

About AbbVie
AbbVie's mission is to discover and deliver innovative medicines that solve serious health issues today and address the medical challenges of tomorrow. We strive to have a remarkable impact on people's lives across several key therapeutic areas: immunology, oncology, neuroscience, eye care, virology, women's health and gastroenterology, in addition to products and services across its Allergan Aesthetics portfolio. For more information about AbbVie, please visit us at www.abbvie.com. Follow @abbvie on Twitter, Facebook, LinkedIn or Instagram.

About Redglass Pictures
Redglass Pictures is an award-winning production studio specializing in short non-fiction films for editorial and brands. Led by co-directors Sarah Klein and Tom Mason, their films have shown on HBO, PBS and The New York Times and won numerous awards, including a Webby, duPont, Tribeca X and Anthem. 

References:

1. National Eczema Association. What Is Eczema. https://nationaleczema.org/eczema/. Accessed February 17,  2023.
2. National Eczema Association. What Is Eczema. https://nationaleczema.org/eczema/. Accessed February 17,  2023.  
3. National Eczema Association. What Are the Symptoms of Eczema. https://nationaleczema.org/eczema/. Accessed February 17, 2023.
4. National Eczema Association. Related Conditions. https://nationaleczema.org/eczema/related-conditions/. Accessed February 17, 2023.
5. National Eczema Association. Lifestyle: Impact to Relationships. https://nationaleczema.org/research/eczema-facts/. Accessed February 17, 2023.
6. National Eczema Association. Sleep Disturbances. https://nationaleczema.org/research/eczema-facts/. Accessed February 17, 2023.
7. National Eczema Society. Skin Pigmentation and Eczema. https://eczema.org/information-and-advice/living-with-eczema/skin-pigmentation/. Accessed February 17, 2023.

Contacts:
U.S. Media:
Stephanie Tennessen
+1 (224) 214-8638
Stephanie.Tennessen@abbvie.com

US-IMMD-230025

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SOURCE AbbVie

FAQ

What is the documentary 'Under My Skin' about?

The documentary explores the physical and emotional impacts of eczema, featuring real stories from individuals living with the disease.

When will 'Under My Skin' be available to stream?

'Under My Skin' will be available to stream on The Roku Channel starting April 1, 2023.

How many Americans suffer from eczema?

Over 31 million Americans are affected by eczema.

Who directed the documentary 'Under My Skin'?

The documentary was directed by award-winning Redglass Pictures.

What was the premiere event for 'Under My Skin'?

'Under My Skin' premiered at the South by Southwest (SXSW) festival in 2023.

What is AbbVie's role in the documentary 'Under My Skin'?

AbbVie is the producer of the documentary, showcasing their commitment to the eczema community.