Finalist
My IBD Journey
Summary of work
People affected by IBD wait up to ten years for a diagnosis, and experience a heavy emotional burden. Nearly half of people affected report that, even in remission, their life is significantly or somewhat affected, and a third feel prevented from pursuing a relationship. We partnered with the European Federation of Crohn’s and Ulcerative Colitis Associations (EFCCA) to improve diagnosis and access to effective therapies, and provide engaging information and support.
In a truly collaborative partnership, we co-created ‘My IBD Journey’ – a campaign to help patients manage their IBD from diagnosis to remission. Designed to be relevant, authentic and adaptable across different markets, languages and cultures, an animation series was created based on true patient insights. My IBD Journey was launched via a tweet chat, resulting in 2 million impressions, 10,200 engagements and a 52% increase in share of voice. The animations have been viewed more than 370,000 times and continue to be hosted on EFCCA’s website, where they are a popular resource. Translated in 15 different languages across 21 countries, additional episodes are now in development.
Judges’ comments
My IBD Journey is a good entry showing evidence of a positive long term collaboration with a great creative and significant engagement.
