Overcoming assumptions to drive self-assessments

Research revealed coeliac disease is seen as ‘just a dodgy tummy’ and people are unaware of its many other symptoms, leading to low diagnosis rates.

We conceptualised a campaign, coeliac disease is different for everyone, that featured real people - each of whom suffered from one of the lesser-known symptoms - to bring their stories to life. Our case studies told their emotive diagnosis stories and encouraged our audience to take the online self-assessment to see if they too should be tested for coeliac disease.