Amgen and Wyeth have launched Addressing Psoriasis™, a disease education campaign designed to help people with psoriasis understand that proper management of their disease may help them feel more confident in their everyday style. The campaign partners Tim Gunn, fashion consultant and mentor to the designers on TV’s “Project Runway,” with dermatologist Susan C. Taylor, M.D., to help raise awareness of psoriasis.

To learn more, visit the Addressing Psoriasis™ campaign website.

The cornerstone of the campaign is a contest to recognize people who have plaque psoriasis, but who try not to allow the condition to restrict their lifestyles. Individuals 18 years or older with moderate to severe plaque psoriasis are eligible to enter for a chance to participate in the Addressing Psoriasis™ Fashion Show hosted by Gunn in New York City on Sept. 2, 2009. Eight winners will walk the runway and help raise public awareness of this serious medical condition.

“Style is just as much about confidence as it is clothing. When someone doesn’t feel confident, it is reflected in the clothing choices they make,” said Gunn. “Psoriasis is a chronic condition, but it doesn’t have to define a person or how they present themselves to the world. It’s important for psoriasis patients to learn how they can take an active role in their condition—and their style.”

On March 4, Addressing Psoriasis™ campaign spokespersons Dr. Susan Taylor and Tim Gunn participated in a satellite media tour with TV stations across the country. Among Gunn’s live appearances for the disease education campaign were interviews with “ABC News Now” and “The Rachael Ray Show.”

Psoriasis, which affects nearly 7 million Americans, is a chronic disease of the immune system that causes the skin cells to grow at an accelerated rate. Although there are several types of psoriasis, approximately 80 percent of patients suffer from plaque psoriasis, which causes painful and itchy red, scaly patches.

“I’ve seen many psoriasis patients limit their clothing selections in order to cover their disease. It is important for people with psoriasis to visit a dermatologist to learn more about their disease and find a treatment regimen that may work for them,” said Dr. Taylor, assistant clinical professor of Dermatology, University of Pennsylvania School of Medicine, and the College of Physicians and Surgeons, Columbia University.

According to a 2007 National Psoriasis Foundation survey, 40 percent of patients reported choosing clothing to conceal their psoriasis. The Foundation’s 2008 survey also found:

• 63 percent of respondents expressed significant feelings of self-consciousness
• 7 percent indicated that their psoriasis impacts their self-esteem
• 62 percent reported significant itching
• 49 percent reported significant pain

Each survey had approximately 400 respondents, two-thirds of whom reported being diagnosed with moderate to severe psoriasis.

To read the press release, click here. To listen to an audio news release with Tim Gunn and Dr. Taylor, click play below.

For additional details about Addressing Psoriasis™, including Official Rules for the contest, visit www.addresspsoriasis.com.

NO PURCHASE NECESSARY TO ENTER OR WIN. A PURCHASE DOES NOT INCREASE YOUR CHANCE OF WINNING. See Official Rules for details and restrictions. The “Addressing Psoriasis™” essay/video contest is open to legal residents of the 50 United States and the District of Columbia, 18 years of age and older on date of entry. Contest begins at 12:00:00 (Noon) PM Eastern Time ("ET") on Monday, March 2, 2009 and ends at 11:59:59 PM ET on Thursday, April 30, 2009. Void outside the 50 United States and District of Columbia. Void where prohibited. To enter and view Official Rules, visit http://www.addresspsoriasis.com. Sponsored by Amgen Inc., One Amgen Center Drive, Thousand Oaks, CA 91320 and Wyeth Pharmaceuticals, 500 Arcola Road, Collegeville, PA 19426.