Comedy powerhouse Mindy Kaling has teamed up with fellow NBC sitcom star Ted Danson to support Bristol Myers Squibb’s “SO, Have You Found It?” campaign, advocating for individuals living with plaque psoriasis. This initiative aims to destigmatize the condition and highlight the transformative impact of treatments like Sotyktu on patients’ lives.
Although neither Kaling nor Danson is currently using Sotyktu, Danson, who himself has plaque psoriasis, has been at the forefront of the campaign since March. In his inaugural promotional video, Danson candidly shared his personal journey with psoriasis and interviewed a Sotyktu patient who described the medication as providing “a sense of freedom and relief” from the condition.
In a recent teaser video previewed by Fierce Pharma Marketing, Danson and Kaling playfully discussed the campaign’s theme, with Kaling emphasizing her role in advocating for those affected by moderate to severe plaque psoriasis.
During a joint appearance on NBC’s Today show, Danson reflected on his experience with psoriasis, suggesting it may have influenced his comedic style. “Perhaps my kind of self-deprecating sense of humor, which I enjoy, that kind of came out of that, probably, trying to beat people to the punch,” he shared.
The “SO, Have You Found It?” campaign builds on BMS’ previous direct-to-consumer efforts for Sotyktu, including the “Found It” series launched during the Grammy Awards in 2023. This ongoing initiative showcases real-life stories of psoriasis patients embracing newfound confidence and comfort after starting treatment with Sotyktu. BMS has since expanded its promotional activities with the “Clear Understanding” campaign, featuring testimonials from individuals living with psoriasis.
