Almirall and Biofrontera Launch the ‘Hats On’ Challenge to Raise Awareness and Support for Actinic Keratosis
Almirall, a global pharmaceutical company dedicated to medical dermatology and Biofrontera, a biopharmaceutical company specializing in dermatological drugs and medical cosmetics, launched the Hats On Challenge during May —a community-driven, social media based initiative aimed at enhancing awareness and support for actinic keratosis (AK).
Actinic Keratosis (AK) is a rough, scaly patch on the skin caused by years of sun exposure. It often appears in sun-exposed areas such as the face, lips, ears, forearms, scalp, neck, or back of the hands. If left untreated, AK can develop into squamous cell carcinoma, a type of skin cancer1. AK is one of the most common diagnoses made by dermatologists2, with an estimated global prevalence of 14%3. Both Euromelanoma and the Skin Cancer Foundation emphasize the importance of early detection and treatment to prevent the progression of AK.
In the lead-up to AK Global Awareness Day on May 24th, both companies rolled out the Hats On Challenge—a social media initiative that encouraged participants to wear a hat, post a video, and use the hashtags [#HatsOnForAK #GlobalAKDay #GuardYourSkinsMemories #ActinicKeratosis] to spread awareness about skin protection, highlight early signs of AK, and reinforce the importance of timely treatment. The initiative was aimed at supporting the work of Euromelanoma and The Skin Cancer Foundation.
The 'Hats On Challenge' ran for four weeks, and participants were encouraged to post videos on mainstream social media platforms and tag others to continue spreading the word. This initiative underscored the importance of early detection, skin protection, and the role of actinic keratosis in skin health.
“Actinic keratosis is a skin condition that has the potential to progress to skin cancer if not treated. Almirall’s 'Hats On Challenge' aims to raise awareness and educate the public about the importance of skin protection. We encourage participation in this challenge to help in the prevention of actinic keratosis and promote healthier skin,” said Véronique del Marmol MD,PhD, Euromelanoma Europe Chair.
Prevention is key to identifying and addressing actinic keratosis, including sun protection. Importantly, regular visits to a healthcare professional can help identify relevant lesions in time for successful treatment. This initiative highlights the power of collaboration in pursuing a shared goal: improving patient well-being and raising awareness about the importance of early intervention," stated Dr. Volker Koscielny, Almirall’s Chief Medical Officer.
1 Skin Cancer Foundation. Actinic Keratosis Overview. Available at: https://www.skincancer.org/skin-cancer-information/actinic-keratosis/#:~:text=Actinic%20keratosis%20(AK)%20is%20the,to%20ultraviolet%20(UV)%20radiation
2 Wilmer EN, Gustafson CJ, Ahn CS, Davis SA, Feldman SR, Huang WW. Most common dermatologic conditions encountered by dermatologists and nondermatologists. Cutis. 2014;94(6):285-92.
3 Christopher D George, Truelian Lee, Loes M Hollestein, Maryam M Asgari, Tamar Nijsten, Global epidemiology of actinic keratosis in the general population: a systematic review and meta-analysis, British Journal of Dermatology, Volume 190, Issue 4, April 2024, Pages 465–476.