Nowadays, people lack knowledge about several diseases in our society, one of the
diseases is “Vitiligo”. Where the Egyptian people lack knowledge about the disease in terms
of causes, consequences and treatments. Therefore, our campaign will aim to increase
awareness about the disease in order to decrease the prejudice acts that Vitiligo patients
witness in their life. Our primary research concluded that people in Egypt lack knowledge
about Vitiligo; it is reflected in their attitude, where they are afraid to shake hands or to hold
anything from their hands, as they think that the disease might be contagious. Our campaign
clearly informed the target audience that Vitiligo is not contagious and they cause no harm to
any, this is done through informative messages that had been delivered throughout our
campaign’s executions. The informative messages helps in educating the target audience
where accordingly, it would result in behavior change where this is our campaign’s goal.
Moreover, we used various integrated marketing communication tools that effectively
reaches the target audience, in where they are located, the objective is to increase awareness
among 40% of the youth and young mothers about the causes, consequences and the
misperceptions towards Vitiligo patients from 1st of June till 30th of September through IMC
activities.
Our campaign was entitled “Vitiligo”, as this is the disease’s name, as per our primary
research, we concluded that people lack knowledge about the disease’s name, they know that
the it is white patches that appears on the skin without knowing the name hence, the
campaign was entitled by its name for further education. We hope to influence the youth and
young mother in real life, through visualizing the journey of Vitiligo patients in real life

which will be posted on social media and billboards. Where we aimed to change peoples’
perception towards Vitiligo and maintain an equal life for them.