Celltrion Healthcare recently launched a “Where’s Waldo”-esque campaign to help raise awareness about inflammatory bowel disease (IBD) and how symptoms affect people’s lives in different ways.
The Where’s CC? (Crohn’s and Colitis) campaign involves searching for characters in an online game, where they are often hidden in large crowds similar to “Where’s Waldo” pictures. Each character is a different age and has experienced a unique journey with IBD.
One character is a 70-year-old retired man who “felt left out and underrepresented” given that patient information and clinical advice is often focused on younger people. Meanwhile, another character is an 18-year-old female who found at-home treatment to be convenient for her lifestyle and schedule.
The campaign highlights that more than 10 million people around the world have some form of IBD, whether it’s Crohn’s disease, ulcerative colitis or another condition. Many groups of people also remain underrepresented when it comes to clinical research and education.
Celltrion developed the campaign in partnership with the European Federation of Crohn’s and Ulcerative Colitis Associations to highlight World IBD Day on May 19.
“Every IBD patient, no matter their age, deserves to feel understood and have access to high quality care and effective, innovative treatments,” Kevin Byoung Seo Choi, SVP and head of the marketing division at Celltrion, said in a statement. “We are extremely proud to launch the Where’s CC? campaign… to improve understanding of IBD and the challenges that are associated with specific stages of life.”
The website also includes patient testimonials and resources for those experience IBD.
“I thought I would never be able to move away to go to university or go travelling with my friends. I was on a downward spiral, becoming depressed and isolated, until I found an at-home treatment that gave me a new freedom to do these things as I had always wanted,” patient Molly O’Donoghue noted in a statement.
Celltrion rolled out the campaign shortly after it released efficacy and safety data from a Phase III trial for subcutaneous (SC) infliximab as maintenance therapy. Infliximab is approved to treat IBD as well as several other autoimmune diseases, including rheumatoid arthritis and psoriasis.