GSK plc (LSE/NYSE: GSK) today announced a partnership with award-winning actress, producer and philanthropist Viola Davis to launch “Shingles, actually”, a new educational campaign designed to spark conversations about the realities of aging, including the risk of shingles for adults 50 years and older. As part of the “Shingles, actually” campaign, Viola discusses her own experience with shingles for the first time, including its impact on her work and personal life, while encouraging the 50+ community to prioritize their health and start proactive conversations with their doctors.
“The pain for me was a 9 out of 10. I couldn’t go out, I couldn’t work,” shared Viola of her experience with shingles. She added, “We just need to be real with each other about what aging actually looks like. 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.1 If one in three people develop shingles in their lifetime, why do we always think we won’t be the one?”2
Viola was surprised to learn that despite prioritizing her health and maintaining an active lifestyle, she was at increased risk of shingles because the immune system naturally weakens with age. Her experience reflects a common disconnect: many adults 50 years and older may feel young and healthy and not recognize that they are at increased risk for shingles due to their age.1 Shingles, a painful, blistering rash that can last for weeks, is also more common than many people may realize. About 1 million people develop shingles in the US every year.1,2
To bring the new campaign to life, GSK invited Viola Davis, Dr. Jen Caudle, Kristin Davis, Candace Nelson, Molly Sims, India Hicks, Lisa Cooper, Debbie Mabie, Andrea Siwiec and several other influential voices and shingles patient advocates to come together and share personal experiences with shingles, encouraging the community to recognize the realities of aging and be proactive about their increased risk for shingles.
“Many people think of shingles as just a rash, but for some people it can actually be more than that,” said Dr. Caudle. “The pain can affect work, family time and everyday activities. In some cases, shingles can lead to serious long-term complications that can last for months.2,3,4 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.”1
Rabab Pettitt, Head of Communications for US Vaccines at GSK said, “Over the last few years, we’ve listened closely to adults over 50 to learn their views and attitudes about health and aging, as well as their perceptions about shingles. Those insights shaped the “Shingles, actually” campaign, which was designed to encourage more proactive conversations with healthcare providers about shingles risk and prevention.”
To learn more about your risk for shingles and Viola’s experience, visit ShinglesActually.com. The "Shingles, actually" Instagram channel will continue to deliver disease education to the community, featuring other influential voices and shingles advocates.
Shingles is more common than people may realize: 1 in 3 people will develop shingles in their lifetime. Many adults 50 years and older don’t think they will be one of them, even though they are at increased risk for the painful, blistering rash. This campaign aims to educate adults 50 years and older about their risk for shingles and encourage them to have conversations with their doctor or pharmacist about their risk and about prevention.
Watch Viola Davis, Dr. Jen Caudle, and shingles advocates Phil and Linda discuss the impact of shingles and the importance of knowing your risk.
Shingles (Herpes Zoster)
What is shingles (herpes zoster)?
Shingles is caused by varicella zoster virus (VZV), the same virus that causes chickenpox.4
Shingles is a painful, blistering rash that develops on one side of the face or body.
After chickenpox, the virus remains dormant in a person’s body and can reactivate years later, causing shingles.4
Even though we often feel young and healthy well beyond our 50th birthdays, our immune system actually declines with age, which increases the risk of developing shingles.6
What are the symptoms of shingles?
Shingles is a painful, blistering rash that can last for weeks and disrupt work and time with family. The pain from shingles can impact your ability to participate in daily activities, including work, hobbies, sleep, and social interactions.
Shingles can lead to serious, long-term complications that can last for months or even years after the rash goes away.2,3,4
Who is at risk for shingles?
Adults 50 years and older are at increased risk for shingles because the immune system declines naturally with age.6
1 in 3 people will develop shingles in their lifetime.2
In addition to being 50 years or older, certain health conditions, like diabetes, chronic kidney disease, and cardiovascular diseases, have been associated with an increased risk of shingles.7
What can I do to avoid getting shingles?
If you’re 50 years and older, ask your doctor or pharmacist about your risk for shingles and about prevention.
References
Clinical Overview of Shingles (Herpes Zoster). Accessed October 5, 2025. Available at: https://www.cdc.gov/shingles/hcp/clinical-overview/
CDC. About Shingles (Herpes Zoster). Accessed October 5, 2025. Available at: https://www.cdc.gov/shingles/about/
Van Oorschot, D., McGirr, A., Goulet, P., Koochaki, P., Pratiwadi, R., Shah, S., & Curran, D. (2022). A Cross-Sectional Concept Elicitation Study to Understand the Impact of Herpes Zoster on Patients' Health-Related Quality of Life. Infect Dis Ther., 11(1), 501–516. Accessed October 5, 2025. Available at: https://doi.org/10.1007/s40121-021-00581-w
Harpaz R., et al. Advisory Committee on Immunization Practices (ACIP), Centers for Disease Control and Prevention (CDC). Prevention of herpes zoster: recommendations of the Advisory Committee on Immunization Practices (ACIP). MMWR Recomm Rep. 2008;57(RR-5):1–30.
Johnson, R.W., et al. Herpes zoster epidemiology, management, and disease and economic burden in Europe: a multidisciplinary perspective. Therapeutic advances in vaccines. 2015;3(4):109–20.
Mueller, N.H., et al. Varicella zoster virus infection: clinical features, molecular pathogenesis of disease, and latency. Neurologic clinics. 2008;26(3):675–97.
Marra F, Parhar K, Huang B, Vadlamudi N. Risk Factors for Herpes Zoster Infection: A Meta-Analysis. Open Forum Infectious Diseases. 2020;7(1):ofaa005. Available at: https://pmc.ncbi.nlm.nih.gov/articles/PMC6984676/
