Ketchum helps Takeda launch new Marvel-backed IBD campaign

Ketchum has supported pharmaceutical company Takeda in the launch of a new superhero-themed campaign to raise awareness of inflammatory bowel disease (IBD).

With the debut of IBD Unmasked, the drugmaker becomes the first pharmaceutical business to ally with Marvel Custom Solutions – the brand partnering business of comics giant Marvel – on a disease awareness campaign.

IBD Unmasked centres on a group of specially-designed superhero characters called the Unbeatables, whose lives have been touched by IBD. They will be featured in graphic novel adventures that will appear on the campaign's website.

The characters were introduced during the London Comic Con, while the IBD Unmasked website is now live, allowing users to engage with the superhero content, take part in quizzes and download tips to help them talk to their doctor.

PRWeek reports that Ketchum, which has worked with Takeda for several years, is the only global agency to contribute to this campaign.

Elissa Johnsen, head of global product and pipeline communications at Takeda, said: "IBD Unmasked will continue to celebrate the strength that real-life IBD Super Heroes exhibit every day and go on to spark powerful conversations, transform perceptions, and ultimately improve understanding of the impact of these diseases."

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