Coeliac UK
Overcoming assumptions to drive self-assessments
United Kingdom

Reframing coeliac disease.
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.
Unmasking the hidden symptoms of coeliac disease.
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.



Awareness campaign gets people on the road to diagnosis.
Our Awareness Week campaign drove 11,636 completed self-assessments, more than doubling the target of 5,000 completions.
"Working with TG has been a breath of fresh air and I’d highly recommend them."
Jan Bates, Director of Marketing and Digital