Audience research from Crohn’s & Colitis UK highlighted a misconception that you have to be severely ill to have Crohn’s or Colitis. And a culture of coping is made worse by misinformation on the internet, which results in unverified treatments and people not speaking to their GPs.
This led to our campaign idea of “Cut the Crap. Check for Crohn’s or Colitis.”
It shows Crohn’s and Colitis can disrupt your life. We show this with toilet paper visually interrupting our symptoms and statements.
Everything is a challenge if all you’re thinking about is where the nearest toilet is.
The campaign has a simple call to action; to check for Crohn’s and Colitis by completing the symptom checker.
The results have surpassed expectations.
Within weeks we've had over 16,000 people checking for Crohn's & Colitis via the symptom checker (out of an annual target of 20,000).