Viola Davis Partners With GSK For Shingles Actually Campaign
Actress and producer Viola Davis partnered with GSK to launch a new disease education campaign titled “Shingles, actually,” marking the first time she has publicly discussed her personal experience with shingles, according to the article.
- Adults aged 50 and older face an increased risk of developing shingles because the human immune system naturally weakens with age.
- The educational campaign features public figures and patient advocates sharing personal experiences with the painful, blistering rash to encourage proactive medical consultations.
- Approximately one million people develop shingles in the United States every year, with one in three individuals expected to develop the condition in their lifetime.
The Launch of the Campaign and Personal Revelations
“The pain for me was a 9 out of 10. I couldn’t go out, I couldn’t work,” Viola Davis shared regarding her bout with shingles, according to the article. The initiative aims to dispel the misconception that maintaining an active, healthy lifestyle shields individuals from age-related viral resurgences. The campaign materials and ongoing disease education are hosted on ShinglesActually.com and an accompanying Instagram channel.
Public Health Perspectives and Clinical Risks
Medical professionals involved in the initiative emphasize that the condition extends far beyond a temporary skin irritation. “Many people think of shingles as just a rash, but for some people it can actually be more than that,” Dr. Jen Caudle stated, as reported in the article. The clinical presentation involves a painful, blistering rash lasting several weeks, frequently disrupting daily activities, work schedules, and family commitments. In severe instances, patients experience long-term complications persisting for months.
GSK Uses Consumer Insights to Shape Outreach Messaging
GSK developed the outreach effort after listening closely to adults over the age of 50 to gauge their attitudes toward health, aging, and viral risks. Rabab Pettitt, Head of Communications for US Vaccines at GSK, noted that these consumer insights directly shaped the messaging designed to prompt proactive discussions between patients and healthcare providers, per the article. Alongside Viola Davis and Dr. Caudle, the campaign incorporates voices from Kristin Davis, Candace Nelson, Molly Sims, India Hicks, Lisa Cooper, Debbie Mabie, and Andrea Siwiec.