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The Psoriasis Association of Malaysia and Novartis have launched a music video to build awareness around the skin condition. 

The song is the outcome of a collaboration between a musical group comprised of people afflicted by the skin disease and singer and songwriter Zee Avi.  

The campaign has been created by the Malaysia office of Edelman. 

The campaign includes a change.org petition for better treatment of psoriasis patients. It was signed by  850 people in the past fortnight, which a note form Edelman said is “perhaps the largest support garnered for any psoriasis initiative worldwide in such record time.”

Edelman managing director Mazuin Zin said: “This perhaps is the making of the world’s first all psoriasis fighters music band. 

“This content piece promises to move you from within, breaking all preconceived notions about their skin conditions. And how the only thing contagious about them is their enthusiasm and zeal for life.

“At Edelman, we are extremely fortunate to be part of such a life impacting initiative, as we hope this demonstrates how brands can truly create earned attention by walking the talk on their brand purpose, something our client Novartis truly believes in.”

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