Takeda
Takeda Pharmaceuticals launched a campaign to change how airlines accommodate passengers with Inflammatory Bowel Disease. Presented at EyeForPharma, the deck needed to build empathy, present a business case, and drive real policy change—all through story design.
Designing Empathy at Scale
3.7 million Europeans live with IBD, and for many, something as simple as air travel becomes an exercise in anxiety. Takeda didn't just want to raise awareness—they wanted to leverage their corporate purchasing power to push airlines toward tangible accommodations: ingredient disclosure, allergen menus, and guaranteed restroom access.
We designed the campaign narrative around a single word: empathy. Each slide walks the audience through the patient experience—"In Their Shoes"—before building to Takeda's "Dear Airlines" letter and the FlywithIBD.com digital hub. The result: partnerships with 30+ international airlines and a flagship campaign that set the standard for pharma-driven patient advocacy.
The Problem We Designed Around
IBD and air travel statistics that anchored the campaign's empathy-first narrative
People Living with IBD
Worldwide prevalence of Inflammatory Bowel Disease—the invisible condition that makes everyday travel a source of anxiety.
Worry About Travel Healthcare
Of IBD patients report anxiety about accessing medical care while traveling—the emotional truth the deck was built to convey.
Destination Choices Affected
Of patients say their disease directly influences where they can travel—turning trip planning into a medical calculation.
Airline Partners Secured
International airlines that signed on to the #FlyWithIBD campaign—the tangible result of story-driven advocacy design.
The Campaign Deck
