The Crohn's & Colitis Foundation has tapped agency Olixir NY to create its new public service announcement for inflammatory bowel disease (IBD).
Called “Spill Your Guts,” the latest iteration of this campaign shares stories from real patients about their experiences living with Crohn’s disease and ulcerative colitis.
Many people, when thinking about these disorders, see the main issues as having to use the toilet a lot, but for IBD patients, the toll can go far beyond symptoms, according to the Foundation.
The stigma of the condition and the mental health ramifications, as well as invasive testing and increased risks of certain cancers, all place extra burdens on these patients. IBD also tends to start in younger patients and is a chronic condition that can worsen to the point where radical surgery is needed, leading to a lifelong ostomy bag.
“Participants openly discuss the challenges of living with Crohn's disease and ulcerative colitis—how they may appear fine on the outside while managing serious physical symptoms and the often unseen mental toll,” the Foundation said in a statement.
“Their stories encourage people who may be suffering in silence to speak up and recognize they're not alone,” the statement continues. “Through these shared experiences, the Foundation aims to raise awareness of IBD, prompt those experiencing symptoms to seek medical guidance, and inspire individuals with a diagnosis to connect with the organization for support.”
There are four patient stories picked out for this campaign. This includes Robert Nunnery, a professional pickleball player living in South Africa with perianal Crohn's disease and a permanent ostomy and Sara Levitt, a Montreal-based content creator and model living with Crohn's disease and who also has a permanent ostomy.
“The more we amplify real stories […] the more we help others recognize symptoms, feel less alone, and take the important step of seeking care,” Michael Osso, President and CEO of the Crohn's & Colitis Foundation, said in the release.
“These PSAs bring to light what is too often hidden about life with IBD—the physical challenges and emotional burden—while encouraging anyone affected, including those who may be undiagnosed, to reach out to the Crohn's & Colitis Foundation for support and guidance,” he added.