It takes guts to talk
Crohn’s & Colitis UK
Grass roots campaign
An award-winning campaign for Crohn’s & Colitis UK to inspire people to start talking.
What we did
Campaign concept
Strategy
Copywriting
Microsite content
Campaign video
Toolkits
Did you know 540,000 people in the UK live with Crohn’s and Colitis? Probably not – they’re called ‘invisible disabilities’ because we can’t see them and so rarely hear about them. Our job was to help people living with these conditions break their silence to end the stigma.
Crohn’s Disease and Ulcerative Colitis are the two main forms of inflammatory bowel disease (IBD). The condition can be devastating but people are often uncomfortable discussing the effect it has on their lives. We needed to inspire them to start talking.
Working closely with Crohn’s & Colitis UK, we devised and led on ‘It Takes Guts’, a multi-channel campaign to help everyone living with IBD find the words – and the courage – to talk about their condition.
We created a campaign micro-site packed with practical tools and advice, such as ‘talking toolkits’ to help people have conversations with friends, family and work colleagues, a ground-breaking app to show loved ones what it’s like to have Crohn’s or Colitis for the day, and inspiring stories from others with the condition.
We also created a campaign launch video, featuring the voices of real people talking about the impact Crohn’s and Colitis has on their lives, woven into an empowering animation that encouraged others to open up and break down the stigma.
The campaign was a huge success. Many of those living with Crohn’s and Colitis said it’s helped them find the right words to have real-life conversations and show how they felt for the first time. In turn, this helped them feel less isolated and has given them the courage to stop suffering alone.
“Great video. All so true. I’ve had Crohn’s for 46 years now.”
Feedback from a supporter on YouTube
Impact
The campaign video was not only a hit with people living with Crohn’s and Colitis – it was also a People’s Choice Award winner at the 2020 Charity Film Awards!
Thanks to…
The brilliant Sarah, Andy and Dan at Crohn’s & Colitis UK, our amazing video animation partners Buff Motion, video agency Rare Prominence for the shoot, and Electric Putty for their microsite wizardry.
The brilliant Sarah, Andy and Dan at Crohn’s & Colitis UK, our amazing video animation partners Buff Motion, video agency Rare Prominence for the shoot, and Electric Putty for their microsite wizardry.
