Coeliac Insider

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Cereal bowl


To develop an engaging social media campaign to drive awareness of undiagnosed coeliac disease and signpost Coeliac Insider, a new first port-of-call website launched by Thermo Fisher Scientific.

The challenge

It is estimated that 1 in every 100 people in the UK suffer from coeliac disease but only 24% of this number is clinically diagnosed. This means there are approximately 500,000 people in the UK who remain undiagnosed. Undiagnosed coeliac disease can severely impact life which is why a diagnosis is so important. Helping people to get to the bottom of symptoms that may be linked to the disease was the rationale behind a brand-new UK website called Coeliac Insider.

Our challenge was to create awareness for the website and bring to life its rationale.


We identified social media influencers who had personal experience of coeliac disease and invited them to produce a short film (reel) to tell their story, we also worked with them to create additional content. This collaborative approach ensured we reach audience of over a million and increased traffic to Coeliac Insider by 5,000%!!