GSK has launched 'The Invisible Thorn', an ad that highlights stress through the symbolic rose.

A GSK study in 10 countries found that 78% of adults with a chronic illness worry that the condition will change their life®

GSK launched the Invisible Thorn campaign to raise awareness of shingles through the iconic rose

- 02/24/2026 A GSK survey of the pharmaceutical industry in 10 countries found that 78% of adults with chronic pathologies are concerned that the condition will change their lives.

We only see beauty in the rose, but the accompanying thorns can cause pain when they come into contact with the skin.Similarly, the herpes virus remains latent and, when reactivated, can cause intense, disabling and even prolonged pain in some people, especially those over 50 and those with weakened immune systems 4,5.The emergence of the virus is usually unpredictable, therefore the campaign emphasizes the importance of awareness and knowledge of the disease.

During World Shingles Awareness Week, which is celebrated from February 23 to March 1, GSK launched a campaign called 'The Invisible Thorn' aimed at increasing knowledge and awareness of the disease.As a metaphor for shingles, this symbolic rose comes with information about the symptoms and problems of this pathology in three Spanish cities: Valencia (February 24), Madrid (February 25) and Seville.(February 26) In addition, more information about this disease can be found on the website https://virusherpeszoster.es.

The varicella-zoster virus, which also causes chickenpox, hides in the body and can reactivate years later in the form of shingles.Because of this, people who have had chickenpox – more than 90% of adults in Spain – are at risk of getting chickenpox.In fact, it is estimated that one in three people between the ages of 50 and 90 will develop the disease in their lifetime.At age 85, this probability increases for one second person

Shingles, latent virus

When herpes zoster virus reactivates, the most common initial symptoms are itching, localized burning pain or electric shocks, usually on one side of the body, such as the chest, abdomen, or face, headache, and general weakness that usually lasts one to five days.After the specified time, the acute phase begins, during which red and small blisters appear on the skin, which form clusters together, accompanied by pain.The pattern of blistering is what gives herpes zoster7 its familiar name "shingles."

After about ten days, the blisters form a crust, which usually lasts two to four weeks, and the symptoms of the disease disappear.However, in some people, shingles can be complex, causing pain that persists even after the rash has healed, and can lead to postherpetic neuralgia, which can last for months or years.The pain of postherpetic neuralgia can be persistent, spontaneous and burning, and can be worsened by irritation such as airflow or friction with clothing.It is generally characterized by a serious impact on the quality of life, as it can alter the peace, mood and even personal relationships of people who suffer7.

20% of postherpetic neuralgia cases occur between 60-65 years of age and 30% occur over 80 years of age.

Dr. Maria Madariga, president of the Spanish Pain Society, explained that this virus can cause a very painful disease in a short period of time during the first three months of severe herpes or shingles."The problem is that there is a high probability of staying in this area for months or years and pain, with neuropathy symptoms, with post-hepatic neuralgia. Especially in the elderly, and it is very refractory and complex conditions are treated.

Other less common complications of shingles are: eye disease, which can cause loss of vision or blindness, eye disease, such as Ramsay-Hunt syndrome, cardiovascular, pulmonary infections, or bacterial superinfection of the skin7.

Impact on quality of life is a cause of concern for those over 50

The risk of complications from shingles is higher in people over 50 years of age and those with chronic pathologies.For this reason, GSK surveyed more than 6,000 adults over this age in ten countries (Australia, Austria, Canada, China, France, Germany, India, Japan, Poland and the United Arab Emirates) with pathologies such as diabetes, cardiovascular disease, kidney disease, asthma or chronic obstructive pulmonary disease (COPD).The results indicate that this infection and its impact on quality of life are a concern for this population, and that there are opportunities to improve awareness of the disease and its treatment among them.3

In particular, 78% of adults surveyed say they are worried about the disruption to their lives as a result of mumps.However, more than half of the participants (54%) admit that they have never started a conversation with a health care provider about the disease.Moreover, regarding the chronic pathologies reported by the respondents, one in four (25%) do not (incorrectly) believe that they affect the immune system or the risk of contracting mumps.

Among those who already had shingles, 42 percent said the pain they experienced was severe and affected their daily life, and up to a third said the pain prevented them from doing their job or participating in everyday activities such as social events.

In view of these data, María José Muñoz, Medical Director of GSK Spain, said: "Our commitment during this awareness week is to highlight a disease that the public is not always well aware of, but which symbolically can cause as much pain as the thorn of a rose to those who suffer from it. Medical professionals continue to increase knowledge and awareness of such pathologies that can affect a significant part of the population

- 2. Serovalentiae studio in Hispania.Septembris 2020. Available at: EstudioSeroprevalencia_EnfermedadesInmunoprevenibles.pdf (Last access: February 2026).

- Yawn BP, Gulden D. Global epidemiology of herpes zoster.Neurology.2013 Sep 3;81 (10): 928–30.

- Human8 on behalf of GSK.Shingles Action Week Survey 2026 (China, Germany, India, France, Canada, Australia, Poland, Austria, Japan and UAE).EurLex-2 fr: Herpes zoster: the hidden risk for adults with certain chronic health conditions - closing the health awareness gap - Human8 (Last access: February 2026).

- Masa-Calles J, López-Perea N, Vila B, et al.Surveillance and epidemiology of herpes zoster in Spain.Rev Esp Public Health, 2021;vol.95: 25 June e1-13.

- Gan EY, Tian EA, Tey HL.Treatment of herpes zoster and postherpetic neuralgia.Am J Clin Dermatol.April 2013;14(2):77-85.

- Muñoz-Quilles C, López-Lacourt M, Díaz-Domingo J et al.Herpes zoster risk and disease burden in immunocompromised individuals: a population-based study using the Health Systems Integrated Database, 2009–2014.BMC Infect Dis.2020;20(1): 905

- I-SED Working Group on Neuropathic Pain, I-Spanish Pain Society. I-Shingles ne-Postherpetic Neuralgia, i-2023 Edition

- .Koshy E, Mengting L, Kumar H, et al.Epidemiology, treatment and prevention of herpes zoster: a comprehensive review.Indian J Dermatol Venereol Leprol.2018 May-June;84 (3): 251-262.