BACKGROUND: Crohn’s & Colitis is a disease that many Canadians of all ages live with every year. Seniors and young children are the most susceptible. Along with a growing Asian population.   The organization itself had an interesting start and was founded by parents alike looking for more recognition of the disease from the healthcare system. As well as a community to lean on with openness and understanding of the severity and crippling nature of the disease.  This dates back to 1974.   C&C has raised over xMMs in the last 7 years as a goal towards finding a cure. The main fundraising event is the Gutsy Walk, hosted every June now in August that brings friends, family members, patients and supporters alike to virtually walk for a cure. C&C will undergo a new strategic plan this year to reset fundraising goals.  

C&C has several challenges to date:

• It is not well understood by the general public as to what it is, whom it affects & it’s severity.
• It is often confused as irritable bowel syndrome (IBS) which is not a chronic disease like C&C that has no cure and can cause death.
• Doctors across the country often misdiagnose patients which leads to long term implications for the patients

Business Objective: To drive positive affinity for the Brand and Crohn’s & Colitis organization to generate donations.

Communication Objectives:
Build awareness of Crohn’s & Colitis as a disease that critically impacts millions of Canadians lives each year.
Build recognition of Crohn’s and Colitis as a leading organization for the cause.
Motivate our target to act, either through an open dialogue or via donation.

STRATEGY

Create an integrated launch campaign with TVC, Radio, Digital, Social and Print.  

The journey that our child and mom goes on will take place over a long period of time (six months to a year). We will show this passage of time through changes in clothing, hairstyles, and hints at changing seasons.  We’ll show the ups and downs a child diagnosed with IBS can go through, showing that it’s a serious disease.

IDEA

Being diagnosed with IBD, Crohn’s or Colitis, can be scary and extremely isolating.  The stigma that it’s a “bathroom disease” makes it feel impossible to talk about with others.   Our campaign emphasizes the idea that Crohn’s and Colitis Canada is the best place to find a community that can help you.  You are not alone on your journey, and Crohn’s and Colitis Canada is there for you every step of the way.