'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.