Coeliac UK and McCann Birmingham launch awareness campaign

Published on May 17, 2022

Coeliac UK, the charity for people who need to live without gluten recently launched a campaign highlighting key symptoms parents need to look out for to help diagnosis at a younger age. Created by McCann Birmingham, the series of animations focus on different symptoms and tell the real-life stories of children living with coeliac disease.

Running across Facebook, Instagram, digital and OOH, the campaign targets parents and encourages them to complete a short self-assessment form on the Coeliac UK website. Early diagnosis is important in reducing the risk of health complications later in life and can prevent years of suffering with unexplained symptoms. The colourful animations focus on the key five symptoms in children: bloating, extreme tiredness, sickness, stomach pain and slow growth.

Jan Bates, Director of Marketing & Digital at Coeliac UK said: “Early diagnosis is essential, and our campaign’s aim is to raise awareness of symptoms amongst parents and carers and encourage them to seek further advice. 1 in 100 people in the UK have coeliac disease, yet awareness remains low. By sharing real stories and directing parents and carers towards our free online self- assessment, many children may get the diagnosis and care they need.”

Adam Bodfish, Creative Director at McCann Birmingham said: “Coeliac disease can have a significant impact on people’s lives, so it was important to get a balance between creating engaging visuals appropriate for the audience and communicating the severity of the symptoms so many families are living with. The McCann Birmingham team did an incredible job in bringing the featured children’s stories to life.”

Media was handled by UM Birmingham.

Parents can take the free online self-assessment here: