A consumer drive is to follow PR activity targeted at health professionals as
the Chime-backed agency bids to promote the guidelines, which have been developed with a grant from Good Relations clients NDC and SHS International.
Coeliac disease may affect one in 112 people in the UK. The chronic, permanent and potentially life-threatening condition means sufferers must avoid all foods that contain gluten, a protein found in wheat, rye and barley.
The guidelines have been approved by organisations such as the Primary Care Society for Gastroenterology.
Good Relations Healthcare MD Michael Smeeth, who joined the eight-strong agency last month, said the campaign would aim to increase awareness of ‘issues and the guidelines’ among healthcare professionals. The intention was to then start targeting consumers in September.
Smeeth was formerly comms director at Brent Primary Care NHS Trust.