Crohn's & Ulcerative Colitis Campaigns

Goals

To explore the purpose of and creative materials created for unbranded / disease-state-awareness campaigns for Crohn’s disease or ulcerative colitis to inform the client’s new business pitch.

Early Findings

Multiple unbranded campaigns were identified for Crohn’s & Colitis Awareness Month and World IBD Day in various countries, as well as ongoing/year-round campaigns.

UNITED STATES: CROHN’S & COLITIS AWARENESS MONTH

  • December is Crohn’s & Colitis Awareness Month in the US, as designated by US Senate Resolution 199, which designated the first week of the month to this disease. In 2018, the campaign from the Crohn’s & Colitis Foundation asked individuals to share their personal stories with the disease using the hashtags #myIBD and #IBDvisible – and put pins on a map from every location where stories were submitted.
  • Each of the individuals submitting their own stories had to create/upload a personal infographic of their story, a profile pic, and the story itself – in writing. The organization also partnered with health-related organizations, like pharmaceutical companies (Pfizer, Janssen, Lilly, etc) and others to extend the reach of the campaign.
  • Images of the campaign can be found here.

AUSTRALIA: CROHN’S & COLITIS AWARENESS MONTH

  • In Australia, March is Crohn’s & Colitis Awareness Month, so organizations like the Crohn’s & Colitis Association of Australia (CCA), host campaigns encouraging people to “Go Purple on World IBS Day.” They partner with companies like Janssen, Shire, Emerge, and Aspen Health, distributing marketing materials in a promotional pack that feature famous people with the disease (like Miss Teen Australia 2016 for the 2017 campaign), facts about the disease, and that feature the hashtag #livefearless, among others.
  • Additionally, they encourage businesses to light up with purple lights, and encourage patients living with IBS to wear purple to help spread awareness. They encourage people to spread the word (of the disease and the awareness dates/events) on social media channels, like Facebook, Instagram, and Twitter, using the hashtags: #livefearless, #worldIBDday2017, and #unitedwestand. They seek volunteers at awareness month community events, encourage donations to the CCA, and encourage groups to host fundraising events with all proceeds going to further spread awareness and work toward a cure.
  • Images of the campaign can be found here.

CANADA: CROHN’S & COLITIS AWARENESS MONTH

  • In Canada, November is Crohn’s & Colitis Awareness Month, and the Crohn’s & Colitis Association of Canada sponsors community events, though their marketing is less visible than the other campaigns noted above.
  • Images of the campaign can be found here.

CANADA: MAKE IT STOP. FOR LIFE. AWARENESS CAMPAIGN

  • The Crohn’s & Colitis Association of Canada hosts a year-round campaign called “Make It Stop. For Life.” This is a national campaign that is marketed in both English and French, the official languages of the country.
  • The campaign includes radio ads, television PSAs, print ads that feature facts on the disease and sick people (often depicted in the hospital or other situation showing the severity of the illness).
  • Images of the campaign can be found here.

GLOBAL: WORLD IBD DAY

  • World IBD Day occurs on May 19 globally. In 2019, the theme was “Making the Invisible Visible,” with featured hashtags for the campaigns being #makingtheinvisiblevisible and #worldibdday2019.
  • IBD patient associations, activists, and other supporters from around the world” participate in local and online-based global activities geared toward increasing awareness and support for bowel disorders/diseases.
  • Marketing of the events that occurred all over the globe for these events can be found here.

PROPRIETARY DATABASE RESEARCH

  • In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.

Proposed next steps:

You need to be the project owner to select a next step.
Research World IBD Day campaigns from various countries around the globe (like 9 - 12 countries) to identify the main focus of the campaigns, as well as the creative marketing materials used during each campaign.
Identify an additional 3 – 5 unbranded/awareness campaigns that focus on bowel diseases like Crohn’s disease and ulcerative colitis from either the US only or global campaigns.