STRATFORD-UPON-AVON — Two women from Stratford-upon-Avon are stepping into the national spotlight this week, lending their faces and stories to a powerful new campaign aimed at dismantling stigmas surrounding psoriasis and psoriatic arthritis.
Paula Cawley and Hannah Mckelvie are headlining a nationwide initiative by Psoriasis UK, launched to coincide with Psoriasis Awareness Week and World Psoriasis Day, which fell on Thursday, October 29. The campaign, which features a striking series of portraits, explores the central theme of “age,” demonstrating that these chronic skin and joint conditions do not discriminate by generation.
The photo series captures the resilience of individuals across every stage of life, from children and teenagers to working adults and seniors. By showcasing participants enjoying coffee, walking in nature, and spending time with friends, the charity aims to show that a diagnosis does not have to be a barrier to an active, fulfilling life.
For local participant Paula Cawley, who lives with both psoriasis and psoriatic arthritis, the campaign is deeply personal. Reflecting on her journey, she described the debilitating impact the condition once had on her daily existence.
“When my psoriatic arthritis flared, I remember sitting down and immediately worrying about getting up, because I knew it would hurt,” Cawley said. “It affected everything—what I wore, how I behaved, and even what job I had. I’ve tried so many treatments, and now I’m on a biologic which has completely changed my life.”
Fellow Stratford local Hannah Mckelvie is also featured in the campaign, appearing in visuals that show her walking with her dog and navigating her daily routine. By sharing their lived experiences, Cawley and Mckelvie are helping the charity shift the narrative around the condition as part of its recent rebranding to Psoriasis UK.
Laura Stevenson, deputy chief executive of Psoriasis UK, emphasized the importance of representation in breaking down lingering social barriers.
“Psoriasis Awareness Week is a very important time of year in which we can focus on specific aspects of the condition,” Stevenson said. “While it may seem small, this representation shows that psoriasis is just one part of someone’s story. It proves that it does not have to stand in the way of living a happy, active life.”
The campaign serves as a cornerstone for the charity’s efforts to spark open conversations and reassure those navigating a new diagnosis that they are not alone.
The week of awareness will conclude with a free virtual event, “Psoriasis Through Life: What Do We Know Now?”, to be held on Wednesday, November 4. The webinar will feature insights from leading UK dermatology experts. Those interested in the campaign or seeking support can find more information at the Psoriasis UK website.
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