Emma Zanelli

Inflammatory Bowel Disease (IBD) is characterized by chronic, long-term inflammation of the digestive tract. Those who suffer from IBD experience embarrassing and often painful interruptions to their daily life, such as unpredictable bouts of diarrhea, bleeding, weight loss, fever and exhaustion. It's also a frequently misunderstood disease, and sufferers can be faced with judgement and unhelpful–sometimes dangerous–advice about their condition.

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Using real patient insights, our campaign took a light hearted, tongue-in-cheek approach, characterising the most typical comments sufferers receive into 3 types of people. Our aim was to position Janssen as leaders in IBD drug development by taking a less clinical, more empathetic approach, helping them stand out in the space.