It Takes Guts
Campaign
This integrated awareness campaign transformed patient stories into a movement, raising awareness of IBD, increasing revenue, and inspiring hundreds of people to share their experiences during Crohn's & Colitis Awareness Week.
Year
2023
Client
Crohn’s & Colitis Foundation
The Opportunity
For its 12th annual Crohn's & Colitis Awareness Week campaign, the Crohn's & Colitis Foundation needed to accomplish three ambitious goals at once: increase awareness, raise revenue, and generate leads.
The challenge was creating a campaign that could unite multiple stakeholder objectives while giving patients a meaningful way to participate.
My Role
Lead Digital Strategist responsible for campaign strategy, creative concept, messaging, stakeholder alignment, and execution across channels.
The Idea
Living with IBD takes guts.
I developed the "It Takes Guts" creative platform to celebrate the resilience of patients while creating opportunities for storytelling, fundraising, and community engagement.
The campaign centered around user-generated content, encouraging patients to share their stories and recognize the people who helped them navigate life with IBD.
Why It Matters
This campaign demonstrated the power of combining storytelling with strategy. By creating a platform for patients to share their experiences, we increased awareness, generated meaningful engagement, and delivered measurable business results.
More importantly, we helped make IBD visible through the voices of the people living with it every day.
What I Led
Campaign strategy and creative concept development
Integrated marketing brief and stakeholder alignment
Campaign messaging and copy direction
Lead generation experience and interactive components
Landing page strategy and implementation
Paid and organic social creative
Homepage promotion and digital campaign assets
Cross-functional coordination across marketing, fundraising, communications, and creative teams
The Result
166,067 campaign landing page views
73% of visitors were new users
5,890 leads generated
153% increase in interactive component engagement year-over-year
277 patient stories submitted through the inaugural It Takes Guts Award
9% increase in online revenue year-over-year
