HBO’s “The Leftovers” Star Amy Brenneman Lends Her Voice To Help Raise Awareness for Crohn’s Disease and Ulcerative Colitis in new PSA
New York, New York— August 20, 2014 -- Acclaimed Actress Amy Brenneman may play a silenced police chief’s wife in her new role on “The Leftovers,” but she generously lends her voice to help raise awareness for Crohn’s disease and ulcerative colitis in a newly refreshed public service awareness campaign.
The campaign features Brenneman, who has suffered from ulcerative colitis, and is now a proud supporter of the Crohn’s & Colitis Foundation of America (CCFA). The goal of campaign is two-fold: 1. To highlight the prevalence of these diseases and 2. To reinforce the seriousness of these diseases. Crohn’s disease and ulcerative colitis are chronic diseases that affect nearly 1 in 200 Americans. The physical and emotional toll they take on patients is significant.
“I know firsthand how devastating these diseases can be,” Amy Brenneman said, “So, when CCFA asked me to help I was more than happy to get involved. If my support can help even one person, I’d be happy.”
Many patients suffer in silence from inflammatory bowel diseases (IBD), and with Ms. Brenneman’s support, hopefully that will change. IBD are painful, medically incurable diseases that attack the digestive system. Symptoms may include abdominal pain, persistent diarrhea, bleeding, fever, severe fatigue and weight loss. Many patients require numerous hospitalizations and surgery. The fastest growing patient population is children under the age of 18.
“By putting this issue front and center, we want to engage people, raise awareness, and demonstrate our commitment and compassion to finding cures and improving the lives of our patients,” said Richard J. Geswell, President and CEO of the Crohn’s & Colitis Foundation of America. “We know these diseases extend far beyond the bathroom, but it’s a compelling way to get the conversation started.”
For the second year in a row, CCFA enlisted the pro-bono help of the global advertising agency, FCB Health. In addition to the: 30 and: 60 TV spots, the campaign consists of radio, print, out-of-home and digital assets.
The campaign utilizes the bathroom for a simple reason -- it’s easy to recognize. And empathize. The campaign is about helping people understand how difficult it is to live with IBD, while reminding people that have IBD that there’s no reason to hide a normal daily activity. The campaign is designed to raise awareness to help those in need by visualizing the constant disruption of IBD. Showing different feet under the doors of bathroom stalls is meant to highlight the growing rate of IBD, not explain all the symptoms. CCFA is also leveraging social media, asking patients to share their stories online using #IBDselfie to #HelpSomeoneYouKnow.
“We had so many great insights to work with. Evolving a campaign that resonates and motivated people is tricky -- you want to improve everything without touching the DNA of what made the concept work in the first place,” said Mike Devin, Executive Vice President, Creative Director.
The Crohn's & Colitis Foundation of America (CCFA) is the largest voluntary non-profit health organization dedicated to finding cures for Inflammatory Bowel Diseases (IBD). CCFA’s mission is to cure Crohn's disease and ulcerative colitis, and to improve the quality of life of children and adults who suffer from these diseases. The Foundation works to fulfill its mission by funding research, providing educational resources for patients and their families, medical professionals, and the public, and furnishing supportive services for those afflicted with IBD. For more information, visit www.crohnscolitisfoundation.org, call 888-694-8872, like us on Facebook, find us on LinkedIn or follow us on Twitter.
About the FCB Health Network
With more than 30 years of experience marketing to healthcare professionals, patients and consumers, FCB Health produces work that is both strategically relevant and creatively compelling. The agency provides its clients with multichannel capabilities, including payer strategy and marketing, professional education, scientific services, strategic planning and media services. Its high-energy, diverse culture and global network have enabled it to strengthen its relationships with an extensive client roster, including J&J, Boehringer-Ingelheim, Bristol-Myers Squibb, Lilly, Novartis, Thermo Fisher and Teva. It was named “Agency of the Year” by Medical Advertising News in 2006 and 2009 and by Medical Marketing & Media in 2007 and 2010. For the last four years, 2010, 2011, 2012, and 2013 it was named Most Creative Agency by Medical Advertising News.
FCB Health is a unit of FCB, itself a member of the Interpublic Group (NYSE: IPG). Under its network umbrella, FCB Health has other separate full-service, multichannel healthcare agencies, including AREA 23 and Neon, and Hudson Global as well as units focusing specifically on managed markets and medical education. For more information, visit www.fcbhealthcare.com.
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- CDC's Apology Letter About Anti-Smoking Ads
- The Crohn’s & Colitis Foundation of America Lead a Record Number of Countries in World IBD Day Awareness Efforts
- Introducing New Website for Teens with Inflammatory Bowel Diseases: JustLikeMeIBD.org
- Changing the Research Paradigm with a Patient-Powered Network
Crohn's & Colitis Foundation
The Crohn's & Colitis Foundation's mission is to cure Crohn's disease and ulcerative colitis, and to improve the quality of life of children and adults affected by these diseases. The Foundation ranks third among leading health non-profits in the percentage of expense devoted to research toward a cure, with more than 80 cents of every dollar the Foundation spends going to mission-critical programs. The Foundation consistently meets the standards of organizations that monitor charities, including the Better Business Bureau's Wise Giving Alliance (give.org) and the American Institute of Philanthropy (charitywatch.org).