Excellence in Multichannel Communications

Summary of work

Right now, more than 300,000 people in the UK are living with a lifelong disease that many people have never heard of. In fact, the real number could be almost double that. Many of the people in the UK living with Crohn’s or Colitis feel that there’s a lack of awareness, empathy and understanding of their condition.

In My Shoes: 24 Hours with Crohn’s or Colitis – by Crohn’s & Colitis UK and Takeda, with the support of Electric Putty and Mearns & Pike – is an immersive app that enables people to step in the shoes of someone living with Crohn’s or Colitis.

The multichannel campaign to support the launch of the app resulted in 23,000 downloads of In My Shoes, over 200 media stories and a social reach of more than 700,000 people. This led to a 27% increase in both empathy and understanding of Crohn’s and Colitis and a significant decrease (almost 50%) in apathy towards the impact that these conditions can have on daily life.

It Takes Guts to talk about Crohn’s and Colitis and this campaign ignited that conversation.

Judges' comments

A very strong entry with impressive results. This was clearly the result of a genuinely collaborative partnership between Takeda and Crohn's and Colitis UK, supported by Mearns & Pike and Electric Putty. In addition to extensive media coverage the campaign metrics demonstrated an impressive shift in understanding of the disruption the disease's cause. With Takeda starting the process with an SMS text experience to increase understanding of crohn's and colitis.