The second pillar of the campaign was conducting a ‘Morning with rosacea’ social experiment together with actress Ela Romanowska. It involved a well-known woman posing as a sick person. After having make-up done, the actress went about her daily routine, which involved appearing in public. Ela Romanowska was accompanied by a camera that recorded the reactions of people she met to her appearance: the overly inquisitive glances, whispers or surprise of passers-by. Then, the actress shared her experiences and thoughts on the morning spent with rosacea in front of the camera.

H+K Warsaw focused primarily on social media. As part of the campaign, we managed to generate 15,618 reactions and 426 comments, reaching 225,745 views on Insta Stories and blog posts, and 104,704 post views on Instagram and Facebook. The buzz generated on the Internet caused an online thing to spread to offline, and information on the ‘metamorphoses’ of influencers and Ela Romanowska were picked up by popular women’s portals, like Ofemini.pl, and TVP2’s ‘Question for breakfast’. The campaign ultimately increased the number of people consulting rosacea symptoms with a doctor.