The Ask: People with celiac disease go undiagnosed and suffer for years with debilitating symptoms—gastrointestinal and more. Research revealed that sufferers were largely unaware that their issues could be caused by celiac disease. They were also unaware that Quest Diagnostics has a simple blood test that can quickly provide a life-changing answer by ruling celiac disease in or out.
The Solve: Our goal was to get sufferers to “Request the Test.” We needed to create a campaign that spoke to a diverse population. So original animation of loveable emoji characters—each representing a different symptom—helped us cast a wide net. The headline, “One symptom doesn’t define celiac disease. But one test can,” underscores the need to get tested.