Background
Ulcerative colitis (UC) is a chronic inflammatory bowel disease (IBD) that causes inflammation and sores in the lining of the colon and significantly impacts a person's daily life. Through the This is Living with UC campaign; Pfizer raised awareness about the holistic impact of UC and supported patients struggling to manage their ongoing condition beyond just the physical symptoms.
The problem
Many UC patients prefer oral medications like Velsipity (etrasimod) but hesitate to initiate conversations with their doctors about this preference.
The ask
Develop a sub-campaign that leverages the 'This is Living with UC' platform to empower PLWUC to advocate for their overall well-being and actively participate in treatment discussions with their healthcare providers. This includes encouraging them to openly discuss their preferred treatment options, such as oral medications.
Solution
Live Fully with Sunny Anderson
A partnership with Sunny Anderson – a well-known cooking TV host living with UC – to leverage her platform and personal story to empower UC patients to speak up about their treatment preferences.
Through this partnership, we developed 5 UC-friendly recipes created by Sunny, hosted a live event to raise awareness, and utilized social media posts for World Inflammatory Bowel Disease Day (WIBDD) to spread the message:
"How full your life is should be up to you. Not your gut."
Agency – FCB Chicago.
Creative Directors – Charles Dixon, Danielle Cameron.
Associate Creative Directors – Gaba GonzalesMarra, Marcus Kawakami, Chris Hansen, Jeremy Scharlack.
Senior Creatives – Katelyn Bottoms, Callie Schultz, Ivanna Gatica, Mike Otero, Kristen Kaczynski.
Junior Creatives – Manuel Pérez, Ally Roeschlein, Emilee Bowman, Gigi Wood.
Creative Directors – Charles Dixon, Danielle Cameron.
Associate Creative Directors – Gaba GonzalesMarra, Marcus Kawakami, Chris Hansen, Jeremy Scharlack.
Senior Creatives – Katelyn Bottoms, Callie Schultz, Ivanna Gatica, Mike Otero, Kristen Kaczynski.
Junior Creatives – Manuel Pérez, Ally Roeschlein, Emilee Bowman, Gigi Wood.