Upward Curve set for Coeliac drive

Coeliac UK is hoping to stop sufferers being misdiagnosed by raising awareness of the disease among health professionals.

The charity has briefed Upward Curve PR to raise coeliac disease on the public health agenda and lobby for greater training.

'GPs don't have a lot of experience in dealing with the disease, so our goal is to have a long-term effect on training,' said external relations officer Kevin Monk.

The charity wants to raise awareness of the fact that coeliac symptoms – which include bloating, fatigue and anaemia – often lead to misdiagnosis of irritable bowel syndrome. Once correctly diagnosed, sufferers can switch to a gluten-free diet and dramatically reduce the symptoms.

The campaign, which will use the tagline 'Are you one in 100?', will be focused around the charity's third awareness week in mid-May.
Previous campaigns have been handled by Fuel PR.

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