Tarsus Pharmaceuticals Inc. announced the launch of a new direct-to-consumer TV campaign for Xdemvy (lotilaner ophthalmic solution) 0.25%, a U.S. Food and Drug Administration (FDA)-approved treatment for Demodex blepharitis. The company notes that the goal of the campaign is to support patients in understanding their disease and drive them to consult with an eyecare provider to see whether Xdemvy is right for them.

The campaign, called “Your Mitey Problem,” provides viewers with an inside look at a Demodex mite “party” taking place on a patient’s eyelids, according to the company. In the video, the chief of irritation is actor Betsy Sodaro—from CBS’s sitcom Ghosts—who, in costume, encourages the other mites to wreak havoc on the eyelids.

The multichannel campaign is currently live on connected TV devices and streaming channels and will also include digital and social media components. The full TV spot can be viewed by visiting www.xdemvy.com.