PHILADELPHIA, PA — GSK plc (NYSE: GSK) has enlisted actress Viola Davis for a national shingles awareness campaign targeting adults 50 and older, expanding the pharmaceutical company’s efforts to encourage conversations about disease prevention among people at increased risk because of aging.
The campaign, called “Shingles, actually,” features Davis discussing her experience with the disease publicly for the first time, alongside physicians, patient advocates and other public figures.
GSK, which markets vaccines, is using the initiative to raise awareness of shingles risk among older adults who may not recognize their vulnerability despite maintaining active lifestyles.
Shingles is caused by reactivation of the varicella-zoster virus, which also causes chickenpox. The condition can produce a painful, blistering rash lasting several weeks and, in some cases, complications that persist for months.
Approximately 1 million Americans develop shingles annually, and about one in three people will experience the disease during their lifetime, according to figures cited by GSK.
Davis described severe pain that disrupted her professional and personal activities.
“The pain for me was a 9 out of 10. I couldn’t go out, I couldn’t work,” Davis said.
The actress also questioned why otherwise healthy adults often underestimate their risk of developing the disease.
“Our lives haven’t slowed down – we feel great, and we’re leaning in. But it’s still true that our age puts us at increased risk for certain things, like shingles,” she said.
The campaign addresses the relationship between aging and declining immune function, a factor that increases susceptibility to shingles even among people without other apparent health concerns.
Dr. Jen Caudle, a physician participating in the initiative, said shingles can interfere with employment, family responsibilities and daily activities, with some patients experiencing prolonged complications.
“Because age is one of the most important risk factors, adults 50 and older should talk with their doctor or pharmacist about their risk for shingles and about prevention,” Caudle said.
Other participants include actress Kristin Davis, entrepreneur Candace Nelson, model Molly Sims, designer India Hicks, Lisa Cooper, Debbie Mabie and Andrea Siwiec.
Rabab Pettitt, GSK’s head of communications for U.S. vaccines, said the company developed the campaign using research into how adults over 50 perceive aging, personal health and shingles risk.
The initiative combines personal accounts with educational messaging intended to prompt discussions between patients and health care professionals.
GSK plans to continue distributing campaign materials through social media and its dedicated website, https://ShinglesActually.com, featuring additional patient advocates and public figures.
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