Coeliac UK: Reframing coeliac disease as a serious medical condition, not a fashionable health fad

Coeliac UK, a UK charity for people with coeliac disease, increased awareness of the severity of coeliac disease and encouraged people to get tested by launching an online diagnostic tool.

Campaign details

Brand: Coeliac UKAdvertiser: Coeliac UKAgency: McCann Birmingham

A summary of what we did

Coeliac disease is a serious, lifelong condition. It's also one that often goes undiagnosed.

Many sufferers don't realise quite what it is they have. And the NHS doesn't offer routine testing for it. This is a problem.

Left untreated, coeliac can lead to life-changing complications.

It's estimated there are 500,000 undiagnosed coeliacs, suffering in silence and managing their symptoms without tackling the root cause.

Between April 2015 and July 2017, we got over 84,000 people - 17% of all undiagnosed...

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