Case Study: Catherine McEwan Foundation raises awareness of IBD loneliness with MadeBrave's integrated campaign

Catherine McEwan Foundation reaches 38M potential media audience with MadeBrave

The Catherine McEwan Foundation, which supports people living with Inflammatory Bowel Disease (IBD), faced the challenge of raising awareness for a condition that causes severe isolation and loneliness. They approached the vendor MadeBrave to create an integrated campaign that could cut through the noise and highlight these daily struggles in a new and impactful way.

MadeBrave developed a campaign rooted in authenticity and humor, centered on the idea "Shoot the sh*t." The solution included a teaser campaign with strategically placed toilet rolls and a hero billboard featuring a QR code made of toilet paper that linked to a powerful film. This integrated approach, supported by PR and social media, achieved significant results for the Catherine McEwan Foundation, including a 300K social reach and a potential media reach of 38 million people.

Catherine McEwan Foundation