Actinic keratoses (AKs) are precancerous skin lesions that threaten to progress to invasive squamous cell carcinoma (iSCC). Some are easy to see and treat, while others hide below the surface and are, therefore, harder to treat. AMELUZ® (aminolevulinic acid HCI) topical gel, 10% is the first and only photodynamic therapy (PDT) that is approved to treat an entire field of AK lesions, whether they are visible or hidden.
The campaign quickly creates a sense of urgency about AKs by leveraging imagery of sharks circling beneath the surface of a patient’s skin. It reinforces the imminent danger that surrounds visible AKs by memorably demonstrating that both visible and subclinical AK lesions threaten lives. The brand tells a compelling story of potential danger that will be quickly, safely, and easily eliminated with the adoption of AMELUZ® and BF-RhodoLED®.