Takeda teams up with Marvel in IBD campaign

Takeda has teamed up with comics firm Marvel to produce an online graphic novel that aims to raise awareness about inflammatory bowel disease (IBD).

The graphic novel, IBD Unmasked, features a super hero, Samarium, and encourages readers to find out more about the condition.

There is also a quiz aimed at those who have the disease, and those who are caring for them.

Takeda and Marvel Custom Solutions hope the campaign will encourage patients to speak with healthcare professionals, family and friends to continue to help them manage their disease.

Elissa Johnsen, head of global product and pipeline communications at Takeda, said: “As a company, we are focused on providing continued support to the IBD community.

“In partnership with Marvel Custom Solutions, we are tapping into the power of visual storytelling to raise awareness and help people living with IBD feel more confident expressing themselves to their family, friends and IBD community.”

The US is the first country to launch IBD Unmasked and countries in Europe, Asia and South America will follow this year with additional content and campaign partners.

Dr James Lindsay, consultant in Gastroenterology at Barts and the London NHS Trust, added: "Through this engaging platform, IBD Unmasked can encourage others who have been living in silence to be brave and speak up about their experience with IBD and share their fight with loved ones.

“Being diagnosed with IBD can be hard to accept, but discussing symptoms with a healthcare professional can help patients get the treatment and support they need."