BAKEADIFFERENCE

ABOUT THE CAMPAIGN

Although Millefeuille is a story which deals specifically with the challenges facing people living with psoriasis, it is also a story for all of us. It is a reminder of the importance of having a support system and re-engaging with activities which ultimately portray who we are and what makes us happy.

Despite a mountain of day-to-day obstacles and emotional challenges, we watch Élodie push through and reignite her love for baking, something she had given up as her two conditions became worse, and a simple activity with the power to completely transform her outlook on life, thanks to Holly’s support.

#BakeADifference is a call to everyone to celebrate and support the journeys of not just Élodie, but up to 19 million people in Europe and 163 million people worldwide, living with psoriasis and/or psoriatic arthritis today.35,36

By sharing the movie we can all help to shed new light on long-standing challenges for people with these conditions, and stand proud alongside our friends, families, colleagues, neighbours and loved ones who endure physical, emotional, psychological and practical challenges every day.

You can show your support using the buttons below to share the movie across your social channels. Scroll down for more information on how to enter the #BakeADifference campaign to feature in the official Millefeuille cookbook, launching later this year!

If we take the time to #BakeADifference, together we can make a difference.

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"A chef doesn't stop being a chef when they aren't cooking" Holly

GET INVOLVED

If you have enjoyed watching and learning about Millefeuille, the best way to support the campaign is to share the movie within your networks.

Feeling inspired by Élodie’s transformation? Channel your creative energy into #BakeADifference, a campaign to awareness of psoriasis and of the power of human connection, as Millefeuille goes live. Get your creative juices flowing and help get more people talking about these conditions.

Baking A Difference could not be easier. Here are three easy steps for getting involved:

bake a difference bake

1) Bake!

Take inspiration from Élodie and Holly and create something magical and original in the kitchen! Whether you are in the mood for a pudding, a pastry, a bun or a biscuit – anything goes as long as you are feeling inspired and ready to take on life’s challenges.

bake a difference snap

2) Snap!

Make sure you capture the end result! Take a photo or film a short video of your original creation to impress your friends and family online…

bake a difference share

3) Share!

Most importantly, make sure you share! Post a pic (or short video) of your creation on Instagram with the #BakeADifference hashtag and tag the @Millefeuille.Movie channel - be sure to give your creation a name! We also encourage you to share the recipe you used so other people can try and recreate your entry.


#BakeADifference

TERMS AND CONDITIONS

Organiser: Celgene International, Route de Perreux 1, 2017 Boudry, Switzerland.

Eligibility to enter/opening and closing dates

  1. Entrants must be aged 18 years or over.
  2. Celgene employees are eligible to participate in the campaign by submitting their images and/or videos internally. Once reviewed, @Millefeuille.Movie will upload the images and/or videos to Instagram with a disclaimer that the entry was submitted by a Celgene employee. Celgene employees are not eligible for inclusion within the official Millefeuille cookbook.
  3. The competition is open to all individuals and groups, including the general public, patient advocacy groups, patients and physicians throughout Europe.
  4. This competition opens on 17.05.2016 and closes on 15.07.2016. Any entry received after the closing date will not be considered for the campaign but may be used at the Organiser’s discretion within campaign communications and/or online content.
  5. There is no limit on entries per person. One submission will be selected as the best and an additional 19 will be selected for inclusion within the online cookbook. The selections will be made by an international panel of experts and other individuals connected with psoriasis/psoriatic arthritis.

How to enter

  1. Entrants are required to capture an image or video of personal baking efforts based on original recipes and upload to Instagram with their corresponding recipe using the hashtag #BakeADifference and tagging the @Millefeuille.Movie channel.
  2. Entries will not be considered unless they are made via Instagram and include an image or video of the entrant’s personal and original baking efforts, the #BakeADifference hashtag and tag the @Millefeuille.Movie channel. Entries made via other social media channels will not be considered.
  3. Entries must either consist of original recipes, or clearly credit another chef or baker within the Instagram comments/text section if a publically available recipe has been used.
  4. By participating in the campaign, all entrants give permission to be contacted via Instagram by the Organiser and the Organiser’s third party service provider Weber Shandwick, for the purposes of the administration of the campaign and to request additional contact information to enable correspondence with selected entrants.

Re-publication of entries

  1. The Organiser reserves the right to at any time republish any posts, images, videos, recipes or other content tagged with the #BakeADifference hashtag for the Millefeuille Movie campaign on Instagram.
  2. The Organiser accepts no liability for the reposting, republishing, or further use of any content containing the #BakeADifference hashtag – or any additional content relating to Millefeuille or Bake A Difference – beyond the reposting of content onto @Millefeuille.Movie, over which it has full control.
  3. The Organiser reserves the right not to publish any posts containing the #BakeADifference hashtag if content is deemed in any way inappropriate, offensive or in direct violation of any of the terms and conditions.
  4. Entrants will retain ownership of any content, submissions and other material they submit as part of this campaign. However, entrants grant the Organiser (and its agents and affiliates) a non-exclusive, worldwide, irrevocable, perpetual licence to use any such content, submissions and other material for the purposes of this competition.

Selecting the submissions for inclusion in the online cookbook

  1. A selection of entries will be collated by Weber Shandwick and provided to a judging panel of independent experts who are also acting as official spokespeople for the Millefeuille launch and Bake A Difference campaign.
  2. The panel will be responsible for selecting the top 20 entries, which will be published in a Millefeuille campaign cookbook later in 2016.
  3. The selections of the judging panel are final.
  4. By submitting an entry, individuals give permission for any images, videos, social media content and copy tagged with the #BakeADifference hashtag and tagging the @Millefeuille.Movie channel to be used within other campaign resources including the cookbook. By uploading any content using the #BakeADifference hashtag, entrants are opting into the campaign and therefore giving permission for the reuse of associated content.

Notification for selected entries

  1. Entrants selected for inclusion in the cookbook, will be contacted by the Organiser and the Organiser’s third party, Weber Shandwick (via Instagram in the first instance) to request a contact email address and/or phone number to enable Weber Shandwick to provide additional information on next steps.
  2. The Organiser will make reasonable efforts to contact the winning entrant and top 20 entrants. The Organiser reserves the right to select an alternative winning entry should the following apply:
    • a selected entry has not responded to notification within 21 days
    • a selected entry is ineligible
    • a selected entry is otherwise in breach of these terms and conditions
    • a selected entry withdraws consent for inclusion in any aspect of the campaign

Cookbook

  1. In submitting an entry, the entrant gives permission for possible inclusion in the campaign cookbook, which will feature the top 20 recipes as selected by the judging panel.
  2. The Organiser reserves the right to amend or adjust any wording within entrant recipes (i.e. to ensure ingredient measurements are consistent throughout).
  3. The Organiser reserves the right to make the cookbook available to the general public once completed, without consulting entrants or providing any compensation to them.

General

  1. Incomplete, illegible, corrupted entries, or those which are otherwise not in accordance with these terms and conditions%2

References

  1. Lebwohl MG et al.Patient perspectives in the management of psoriasis: Results from the population-based Multinational Assessment of Psoriasis and Psoriatic Arthritis Survey J Am Acad Dermatol 2014;70:871−81
  2. P.S.LIVE observational research. Ethnography project. 2014. Data on file
  3. World Health Organization. Global report on Psoriasis. 2016. http://apps.who.int/iris/bitstream/10665/204417/1/9789241565189_eng.pdf. Accessed March 2016
  4. Augustin M and The European Expert Working Group for Healthcare in Psoriasis. A framework for improving the quality of care for people with psoriasis. JEADV 2012, 26 (Suppl. 4), 1–16
  5. Psoriasis Association. About Psoriasis. Accessed March 2016. https://www.psoriasis-association.org.uk/pages/view/about-psoriasis
  6. Villasenor-Park j. et al. Psoriasis: Evolving treatment for a complex disease. Cleveland Journal of Medicine. Volume 79 (6) 2012
  7. International Federation of Psoriasis Associations. Psoriasis is a serious disease deserving global attention. 2012.
  8. American Academy of Dermatology. Psoriasis: Who gets and causes. 2015. Accessed March 2016 https://www.aad.org/dermatology-a-to-z/diseases-and-treatments/m---p/psoriasis/who-gets-causes
  9. Gladman, DD et al. Psoriatic arthritis: epidemiology, clinical features, course and outcome. Ann Rheum Dis. 2005;64(Suppl II):ii14–ii17. doi: 10.1136/ard.2004.032482
  10. Gottlieb A, Korman NJ, Gordon KB, et al. Guidelines of care for the management of psoriasis and psoriatic arthritis: Section 2. Psoriatic arthritis: overview and guidelines of care for treatment with an emphasis on the biologics. J Am Acad Dermatol. 2008;58:851 864.
  11. Augustin M and The European Expert Working Group for Healthcare in Psoriasis. A framework for improving the quality of care for people with psoriasis. JEADV 2012, 26 (Suppl. 4), 1–16
  12. World Psoriasis Day Consortium. Facts about Psoriasis. Accessed March 2016. (http://www.worldpsoriasisday.com/web/page.aspx?refid=129)
  13. National Psoriasis Foundation. Scalp psoriasis. 2015. Accessed March 2016 (http://www.psoriasis.org/about-psoriasis/specific-locations/scalp)
  14. van de Kerkhof PC et al. Dermatology 1998;197:326–34
  15. De Vries AC et al. Cochrane Database Syst Rev. 2013; 1:CD007633
  16. Tan EST et al. Am J Clin Dermatol; 2012; 13(6):375–388.
  17. Reich K. J Eur Acad Dermatol Venereol 2009; 23(Suppl1):15–21.
  18. De Jong EMGJ et al. Dermatol 1996; 193:300–303.
  19. Yosipovitch et al. Br J Dermatol. 2000;143:969;
  20. Ritchlin C et al. Ann Rheum Dis 2014; 73(6):990–999.
  21. Ritchlin CT et al. Ann Rheum Dis 2009; 68:1387–1394.
  22. Mease PJ, Armstrong AW. Drugs 2014; 74(4):423–441.
  23. Arthritis Research UK. Entheses, enthesitis and enthesopathy. 2009. Accessed March 2016 (http://www.arthritisresearchuk.org/health-professionals-and-students/reports/topical-reviews/topical-reviews-autumn-2009.aspx)
  24. Arthritis Foundation. Psoriatic Arthritis Diagnosis. Accessed March 2016. http://www.arthritis.org/about-arthritis/types/psoriatic-arthritis/diagnosing.php
  25. Han, C., Robinson, D., Hackett, M., et al. Cardiovascular Disease and Risk Factors in Patients with Rheumatoid Arthritis, Psoriatic Arthritis and Ankylosing Spondylitis. The Journal of Rheumatology. 2006; 33(11): 2167-72
  26. Armstrong, E., Harskamp, C., Armstrong, A. Psoriasis and Major Adverse Cardiovascular Events: A Systematic Review and Meta-Analysis of Observational Studies. Journal of the American Heart Association. 2013; 2: e000062
  27. Bhosle M, Kulkarni A, Feldman S, Balkrishnan R. Quality of life in patients with psoriasis. Health Qual Life Outcomes. 2006;4(35)
  28. Gupta MA, Gupta AK. Psoriasis and sex: a study of moderate to severely affected patients. Int J Dermatol. April 1997;36(4):259-262
  29. Verstappen, S., Watson, K., Lunt, M., et al. Working Status in Patients with Rheumatoid Arthritis, Ankylosing Spondylitis and Psoriatic Arthritis: Results from the British Society for Rheumatology Biologics Register. Rheumatology. 2010; 49(8): 1570‐1577.
  30. Tillett, W., de‐Vries, C., McHugh, N. Work Disability in Psoriatic Arthritis: A Systematic Review. Rheumatology. 2012; 51(2): 275‐283.
  31. Tara Fletcher. The Psychosocial Burden of Psoriasis. Psoriasis and Psoriatic Arthritis Alliance. 2013. http://www.papaa.org/articles/psychosocial-burden-psoriasis accessed March 2016
  32. Taylor Sofres. 1st World Psoriasis Day, 29 October 2004: New International Survey Shows People With Psoriasis Continue to be Rejected by Others. International Federation of Psoriasis Associations (IFPA). 2004
  33. National Psoriasis Foundation. Psoriasis Treatments. https://www.psoriasis.org/about-psoriasis/treatments accessed March 2016
  34. 67th World Health Assembly recognizes psoriasis as a serious non-communicable disease. World Health Assembly. 2014. http://news.cision.com/international-federation-of-psoriasis-associations/r/67th-world-health-assembly-recognizes-psoriasis-as-a-serious-non-communicable-disease,c9591315 accessed March 2016
  35. Augustin M and The European Expert Working Group for Healthcare in Psoriasis. A framework for improving the quality of care for people with psoriasis. JEADV 2012, 26 (Suppl. 4), 1–16
  36. World Psoriasis Day Consortium. Facts about Psoriasis. Accessed March 2016. (http://www.worldpsoriasisday.com/web/page.aspx?refid=129)