For the third consecutive year, BAAS DIGITAL joins forces with PHARMASERVE-LILLY to shed light on an autoimmune condition affecting thousands: Alopecia Areata. With deep empathy, the goal of our awareness campaign remains clear to empower individuals and remind them that: “Alopecia Areata: You are the head of it.” This year, our action took shape through in-house video productions, a capability that allowed us to authentically reach the audience with sincerity and genuine emotion.​

​The power of personal testimony​

​We chose to focus on real stories. Collaborating with micro-influencers Dorothea Iatrou and Panagiota Zaravella, we created a series of videos that don’t just talk about Alopecia Areata but vividly show what it’s like to live with it. Their testimonies share practical ways of managing daily challenges, emphasizing both psychological struggles and emotional victories. Our goal was to illuminate the difficulties faced by patients and remind them they are never alone on this journey.​

​A new perspective, the same powerful message​

​Maintaining the successful concept “You are the head of it”, this year we adopted a fresh, visually renewed approach. This shift helped our message reach the public even more dynamically across Meta platforms (Facebook & Instagram), YouTube, and the DV360 programmatic network, ensuring maximum dissemination. For us, this wasn’t just a production; it was a meaningful opportunity to give voice to stories that deserve to be heard.