Although 1.4 million Americans are affected by inflammatory bowel disease - the collective term for Crohn's disease and ulcerative colitis - it isn't an easy thing to get people to talk about.
ConvaTec, a Bristol-Myers Squibb company that manufactures ostomy and wound care products, set out with Weber Shandwick to organize a campaign that would make the subject easier to discuss.
Strategy
ConvaTec embraced WS' strategy of taking into account more real-life stories, hoping to capitalize on the idea ...