This unbranded awareness campaign for the coming psoriasis JAK inhibitors from BMS addressed the insight that other JAK inhibitors for autoimmune diseases have bad reputations. Negative safety experiences were being attributed to any and all JAK inhibitors, but what dermatologists needed to learn is that there is more to JAKs than meets the eye. With this concept, we acknowledge the complexity of all the signalling pathways in our bodies. But when we dive in deeper, the answer becomes clear. By looking into and differentiating the TYK2 pathway from the rest of the JAK-STAT pathways, we have ourselves a new target. This was certainly not your typical conference booth. This experience was so successful that several BMS locations around the planet asked for and used these assets to their own successful launches.