Imagine what it feels like to post a picture of yourself on Instagram, to look back at it later and see that you have been labelled as ‘sensitive content’. This is an everyday reality for people who live with visible skin diseases.   Generalized pustular psoriasis (GPP) is a rare, stigmatized skin condition which is often misunderstood, misdiagnosed, and censored online by social media guidelines. This limits access to vital information for helping raise awareness about GPP, advocating for research, and educating others about the condition. Going further than that, it also reinforces stigma that GPP and other skin conditions are something to be ashamed of and hidden. We created InSensitive Content, a campaign showing how the guidelines that are in place to protect some people, are hurting others. Our work amplified the impact that content blockers have on people with GPP, in the way that social media forces them to be seen. Launched at EADV, Europe’s largest dermatology congress, we activated dermatologists and patients alike, and created a social-first film that helped patients share their experience and called for changes in how social media moderates content. The social film brought online censorship to life by mimicking the familiar blurred content screen featuring a crossed-out eye that we see daily on social media. The natural curiosity of humans meant that leveraging the look and feel of this sensitive content graphic and creating familiar feeling assets would be effective in cutting through. The campaign assets were designed to say InSensitive Content, with a tear drop eye. This subtle change ensured recognition from our audiences, while representing the emotions that people feel when they are censored online. Our messaging was reinforced through secondary text. Strong asset sublines highlighted different aspects of the disease, with alternate messaging used for different audience groups.