Exorex Exorex was an extremely efficacious OTC psoriasis treatment that's market share did not reflect its effectiveness. Eighty-two percent of patients using Exorex demonstrated some, if not overwhelming improvement in their condition, and many reported that their psoriasis "completely disappeared." The public relations challenge was to raise awareness of the brand so that more psoriatics could experience this efficacy. Braithwaite Communications created and implemented the "More than Skin Deep" public education campaign. Campaign components were: A national survey of psoriasis sufferers that showed that 68.1% of psoriatics believe the emotional pain of psoriasis outweighs the physical pain. the Exorex Emotional Indicator, a self-assessment tool psoriatics could use to asses how they're dealing emotionally with the condition. This was available on the Exorex website and via a toll-free hotline. a Video News Release a comprehensive Press Kit Media Training for spokespersons, both doctors and patients Intense media pitching The campaign was covered by broadcast media throughout the country on hundreds of radio stations and approximately 70 television stations, dramatically raising awareness of the Exorex brand.