You found Waldo, but do you know where CC is? Celltrion's new campaign wants you to find the 'hidden characters' of IBD

Inflammatory bowel disease (IBD) covers many conditions and can hit young and old alike, making those with the disease “hidden characters” among us.

That “Where’s Waldo” theme forms the core of a new campaign by Korean pharma Celltrion Healthcare and patient organization the European Federation of Crohn’s and Ulcerative Colitis Associations (EFCCA).

But we’re not searching for Waldo. The new campaign asks, where's colitis and Crohn’s (CC)?

The campaign comes with an interactive Where’s CC? visual and website with hidden CC characters, which are based on real-life patient stories, aiming to highlight how IBD can vary in different stages of life for different people. It’s being launched May 19 on World IBD Day.

Celltrion and the EFCCA are using the campaign like a game, asking people to seek out those hidden CC characters, learn about how they got on after diagnosis and, most importantly for Celltrion, how they found a treatment that works for them.

Celltrion markets Remsima in Europe and the U.S., a therapy known as a biosimilar drug that is based on Johnson & Johnson’s old blockbuster biologic Remicade. Celltrion’s copycat therapy has EMA and FDA licenses to treat ulcerative colitis and Crohn’s disease as well as a host of other immunology diseases.

“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,” said Salvo Leone, EFCCA chairman, in a press release.

“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.”