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New IBD awareness campaign encourages innovative treatment access

19th May 2023

A new campaign focusing on treatment access for inflammatory bowel disease (IBD) has been launched by Celltrion Healthcare to mark today’s World IBD Day.

Entitled ‘Where’s CC? (Crohn’s and Colitis)’, and based on the ‘Where’s Wally?’ concept, the campaign encourages people to find hidden characters in the campaign imagery to learn more about the unique challenges faced by people diagnosed with Crohn’s disease and ulcerative colitis. Based on real-life patient insights, the campaign’s aim is to support all patients so they feel represented and able to access high-quality care and innovative treatment options.

A collaboration with the leading patient organisation the European Federation of Crohn’s & Ulcerative Colitis Associations (EFCCA), Where’s CC? also highlights the fact that IBD can affect anyone of any age.

Over 10 million people worldwide are living with IBD and while it is most commonly diagnosed between the ages of 10 and 40, some 10-15% of newly diagnosed cases of IBD are in people over the age of 60. However, clinical research, education and understanding however do not reflect this, according to Celltrion Healthcare.

‘Every IBD patient, no matter their age, deserves to feel understood and have access to high quality care and effective, innovative treatments,’ said Kevin Byoung Seo Choi, senior vice president and head of marketing division at Celltrion Healthcare. ‘Innovations in treatments, including advances in treatment administration that enable people to access at-home injectable treatment allows people to have an improved quality of life whilst managing their condition.’

Salvo Leone, EFCCA chairman, commented: “This World IBD Day, we are delighted to have partnered with Celltrion Healthcare to spotlight some of these challenges to raise awareness and improve care for IBD patients across the world. The Where’s CC? campaign includes important patient resources, and we encourage everyone to spread the word as we work towards a situation where all IBD patients can have a good quality of life.”