Excellence in Collaboration and Partnerships

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 – a partnership between 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 partnership 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 apathytowards 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

In My Shoes stood out as it delivered good results purely due to the collaboration. It was really well-balanced with clear objectives around how all worked together to achieve a common goal.