Eczema Society conducts Live the Itch promotion
Charitable organization the Eczema Society of Canada recently conducted a promotion called the “Live the Itch Challenge” to coincide with Eczema Awareness Month. The intent was to raise awareness of atopic dermatitis by encouraging participants to set an alarm to go off once per hour for 24 hours to replicate the disruption in life caused by the itching symptom of the condition. The promotion including the participation of volunteers who have eczema, as well as social media content.
“Eczema runs in my family, and the challenge made us all stop and think about how itch impacts our lives,” said promotion volunteer Allie. “The ‘Live the Itch Challenge’ is a great way for people to understand the persistence of the itch from eczema and the interruptions itch causes to daily life. While I wouldn't wish feeling itchy on anyone, I'd like people to understand how frequent and bothersome itch can be. I hope that by participating in this challenge and having these conversations, we can raise awareness around AD and why sufferers deserve better care and understanding.”