Find Us

HS Connect, the leading patient-driven advocacy and education platform for Hidradenitis Suppurativa (HS), staged a historic runway show in the heart of Times Square – bringing awareness to an underdiagnosed condition impacting an estimated 1 in 100 Americans. Featuring 13 models living with HS, the empowering display brings real stories of people living with HS to the forefront – showing hope to the community, while increasing understanding of the chronic illness among the general public.

The event launched HS Connect’s Find Us national advocacy campaign, the organization’s largest to date. The multi-year campaign includes a triad of Times Square Billboards on the iconic One Times Square, Nasdaq, and Midtown Financial screens, social media activations via @HSconnectorg; and ongoing advocacy initiatives. Campaign partners include UCB, Novartis, and Incyte – all global leaders in HS research and treatment.

“My dream is for every HS patient to know they have options, and most importantly, to know they’re not alone,” said Brindley Brooks, Founder and CEO of HS Connect, who has been living with HS since childhood. “For the first time, millions of people will see the real faces of those living with HS – they will see the diversity of our community, they will see the resiliency in our story; and maybe they’ll see themselves. Every new diagnosis matters. Every HS community member matters.”

At least 1 in 100 Americans are living with HS, a chronic, complex inflammatory illness, which presents with extremely painful, recurring boil-like abscesses. There has been little visibility for the chronic illness to date, which is often misdiagnosed or underdiagnosed – causing detrimental physical and emotional impacts. HS has the second-highest rate of death by suicide of any skin illness.

“HS is a skin condition that is so often hidden by those who live with it,” said Joslyn Kirby, MD, a leading expert in HS treatment and research. “To see powerful images of HS boldly displayed on the big screens of Times Square was both moving and empowering. This visibility helps break the silence around HS, draws positive attention to the importance of diagnosis, treatment, and support; and reminds everyone that no one has to face this condition alone.”

Now running nationwide, the Find Us campaign aims to educate the public about the realities of living with this chronic condition, while increasing diagnosis and treatment options.

“It healed so much inner trauma for myself, to be able to do this,” said Ashley Dalton, an HS Connect member who modeled in the Oct. 4 show, sponsored by UCB. “This was a huge step for healing myself; and it’s making a difference for other HS patients.”

Creative and production for Find Us was led by Los Angeles-based Oxcart Assembly.

More info on the campaign can be found at hsconnect.org