IBD is chronic digestive diseases with symptoms such as diarrhea and abdominal pain, disrupting patients’ rhythm of life with its unpredictable symptoms. There is no cure, no known cause, and little public understanding of the pain and chronic suffering with which IBD patients courageously cope every day of their lives. Predominantly afflicting individuals from 10 to 29 years of age, IBD constitutes the largest cohort of patients with an acknowledged incurable condition in Japan, numbering approximately 290,000. Every year, the number of people with IBD in Japan rises. However, low awareness of IBD, below 10%, lead to invisible barriers surrounding people with IBD.A significant, yet often overlooked, challenge for IBD sufferers is the anxiety associated with restroom accessibility while away from home, which can severely limit their participation in various activities. AbbVie seeks to overcome this imperceptible barrier and increase awareness of IBD where more people expressing “I know IBD”.

AbbVie's creative concept centers on a discrete yet powerful symbol: a sticker.

The sticker is emblazoned with "I know IBD, be my guest" and an emblematic roll of toilet paper icon. This initiative, conceived with acute cultural sensitivity, aims to offer reassurance to IBD sufferers that the establishment is offering restroom, and to cultivate a supportive environment. Displayed prominently at partner storefronts, the sticker serves as a beacon of solidarity, visibly reducing the stigma and stress associated with urgent restroom needs, while simultaneously fostering an inclusive community aware of IBD challenges.

AbbVie's PR strategy for the "I know IBD" project was a multifaceted approach targeting diverse business sectors for collaboration. The focus was on engaging companies dedicated to social contribution, highlighting the initiative as a dual opportunity to support IBD patients and demonstrate corporate community commitment. Emphasizing the visibility of support through the "I know IBD" stickers, the strategy also expanded to include establishments like beauty salons, hotels, banks, and fitness gyms, where restrooms are traditionally non-accessible for non-customers. With the “I know IBD” project, we aim to advocate for a broader, inclusive support network for IBD patients, striving to transform societal perceptions and extend tangible support across various business domains.

In addressing the low awareness of IBD in Japan, below 10%, AbbVie implemented a multi-layered PR execution strategy using World IBD Day. This involved educating companies and stores about the specific needs of IBD patients through compelling narratives of personal experiences. A comprehensive handbook about IBD was developed and distributed among the employees of our partnering organizations. These educational efforts significantly increased the number of 'I know IBD' project partners. A key innovation was the development of an online map, pinpointing the locations of partner stores with 'I know IBD' stickers, ensuring accessible restroom facilities for IBD patients. This event occurred in March 2023, marking approximately one year since the initiative began. Since July 2023, the project has extended its reach to popular Japanese tourist destinations, enhancing travel experiences for IBD patients. Since its inception in May 2022, the project's progress and milestones have been consistently communicated to the media.

The "I know IBD" project has achieved significant results across Japan, fostering partnerships across a diverse range of industries, including restaurants, beauty salons, hotels, banks, and more. Within a span of one year and seven months, the project has successfully onboarded 126 companies and 2,783 stores, as of January 15, 2024.

This expansive network has garnered considerable media attention, with 429 media exposures and a notable reach of approximately 2.2 million on social media.

Testimonials from IBD patients affirm the project's positive influence on their lives, citing improved access to restrooms and enhanced interactions with store staff.

Notably, the project has spurred conversations about IBD in everyday settings, like hair salons, and motivated patients to explore new places, demonstrating its role in not just providing practical solutions, but also in fostering a supportive community dialogue around IBD.