Licca becomes an ambassador for the Alopecia Areata Project! Comments also announced

Eli Lilly Japan K.K. launched the project "Change the way you look at alopecia areata" today, August 1, 2022. The project is promoted by "Rika-chan" as an ambassador of the project. Rika-chan has been appointed as an ambassador to promote the project.

Alopecia areata affects both men and women, from children to adults. In Japan, mental stress has traditionally been emphasized as the cause of alopecia areata onset, but it is now believed that the underlying cause of alopecia areata is an "autoimmune disease" caused by abnormal immune function.

In a survey conducted by Eli Lilly Japan, approximately 80% of respondents believed that stress was the cause of alopecia areata, while only one in four recognized that abnormal immune function was the cause. It was also revealed that many patients with alopecia areata consider themselves to be weak-minded people and blame themselves.

In light of this situation, this project was launched with the hope of breaking the "assumption" of alopecia areata and changing the society surrounding patients who suffer from the public gaze into an environment with a little more "compassion". The project was launched with this in mind.

Rika-chan became an ambassador of the project! Her comments have also arrived!

With the launch of this project, "Rika-chan" (sold by Takara Tomy Co., Ltd.) has been appointed as an official ambassador to promote this project. She and Rika-chan will work together to promote activities to help change people's beliefs about alopecia areata into compassion by disseminating information about the disease.

Rika-chan is well-known and loved by everyone, so we hope that we can "change" it.
Rika-chan is familiar to a wide range of people, from children to adults. We have chosen Rika-chan as our ambassador in the hope that the information she provides will change the beliefs about alopecia areata and the society that surrounds patients with this disease. At the same time, it was thought that Rika-chan's presence would give hope to patients suffering from the disease.

In recent years, Rika-chan has become a topic of conversation for her ability to communicate on social networking services. As an official ambassador, Rika-chan plans to conduct interviews with alopecia areata patients and other stakeholders, and to disseminate information to them.

Wearing a headscarf designed by an alopecia areata patient
In this project, Rika-chan is also wearing a headscarf designed by an alopecia areata patient to show her support for the patients.
The headscarf was designed by Masumi Tsunoda, who invented the headscarf after suffering from alopecia areata herself and losing her head of hair.

Change the way you look at it.
Let's change the way we look at it. is a reflection of the desire to change, even if only slightly, the way society views alopecia areata, the disease and its patients, as well as their behavior and that of the various stakeholders involved. The ribbon used in the logo design is a consistent motif of the campaign and was designed to serve as a link between the thoughts of patients.

In addition, red, Eli Lilly's corporate color, and yellow, which evokes "hope," were used. The design is intended to bring a little hope to the future of all those involved.

Comments】※Original text
Rika-chan
──We would like to deepen our understanding of alopecia areata, while keeping close to the feelings of patients!
I am pleased to announce that I have been appointed as an official ambassador of the "Change the way you look at it! I am Rika, the official ambassador of the "Change the way you look at it" project!
By learning about the disease of alopecia areata together with you, I hope to help create a society where patients can live their lives as they wish. By wearing the headscarf created for this project, I hope to deepen understanding of this disease, and I would appreciate your support!

Profile: Rika Kayama
Rika Kayama
A curious girl who loves fashion and sweets.

■Masumi Kakuta
I developed Alopecia Areata Multiforme in 2013 and lost about 2/3 of my hair in 6 months. Losing my hair is very shocking and sometimes devastating to my heart. However, I was able to lighten up when my friends told me how "cute" and "nice" I looked when I wore a headscarf. I believe that if we can build relationships with people around us with kindness and smiles, even if we have symptoms, we can create a kind and warm society.

Profile: Representative of Armonia, LLC
Masumi Tsunoda, Representative of Armonia, LLC
Born in Gunma Prefecture in 1977. After working for a local company, left upon marriage and childbirth. After the birth of her second child, she developed alopecia areata. Based on her own experience, she is working to establish a brand of headscarves for people who have problems with their appearance due to treatment or disease, such as hair loss caused not only by alopecia areata but also by the side effects of anticancer drugs.

▼ Project Special Site
## Project

Various data, including the results of a perception survey on alopecia areata (conducted in February 2022), are also available on the site.

▼ Licca-chan official SNS [@bonjour_licca].
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