Reframing coeliac disease as a serious medical condition, not a fashionable health fad

Coeliac disease is a serious, lifelong condition. It’s estimated there are 500,000 undiagnosed coeliacs in the UK, managing their symptoms without tackling the root cause. This case demonstrates how a new strategy based on creative of the condition’s symptoms, got over 84,000 people - 17% of all undiagnosed coeliacs - to take positive action about their ailment. It did this despite a cluttered space and an extremely low budget using TV, online and a web-based test. Based on the fact that it costs the NHS £88 per year to treat the symptoms of an undiagnosed Coeliac and takes an average of 13yrs to make a diagnosis, this case calculates that the campaign saved the NHS £9.85m.