OREANDA-NEWS. If someone with inflammatory bowel disease (IBD) was a Super Hero, what would that hero look like? What would they stand for? Perhaps bravery, strength, determination – three characteristics demonstrated by the IBD community members who battle this disease every day. Today, Takeda Pharmaceuticals Company Limited [TSE: 4502], launched IBD Unmasked, a first-of-its-kind global initiative designed to raise awareness of the unsung Super Heroes of the global IBD community, and celebrated through a unique collaboration with the creative geniuses at Marvel Custom Solutions.

There are more than 5 million people worldwide who live with IBD,1 which include the two most common types – ulcerative colitis (UC) and Crohn’s disease (CD). For these people, everyday activities like getting together with friends and family or going to the cinema may be challenging.2,3 IBD Unmasked features the new IBD Super Hero, Samarium (S?m-?r-i:-?m), and graphic illustration series developed by Marvel Custom Solutions highlighting the physical and emotional challenges of IBD, while providing support and information for the patient community.

IBD affects people of all ages and diagnosis is most common in early adulthood.4 People with IBD can oftentimes feel isolated when diagnosed, and simply discussing what they go through may be difficult. According to a large European study of people living with IBD, 48 percent of respondents reported that their lives are significantly or somewhat impacted by IBD symptoms even between flare-ups, IBD prevented 35 percent of people from pursuing an intimate relationship and 26 percent reported that IBD has gotten in the way of making and keeping friends.3

Battling IBD is a global fight that is not limited to a single country or continent. Patient who suffer from this condition face an ongoing battle to manage their disease and continue their daily life" said Dr. James Lindsay, consultant in Gastroenterology at Barts and the London NHS Trust. "Through this engaging platform, IBD Unmasked can encourage others who have been living in silence to be brave and speak up about their experience with IBD and share their fight with loved ones. Being diagnosed with IBD can be hard to accept, but discussing symptoms with a healthcare professional can help patients get the treatment and support they need."

“As a company, we are focused on providing continued support to the IBD community. In partnership with Marvel Custom Solutions, we are tapping into the power of visual storytelling to raise awareness and help people living with IBD feel more confident expressing themselves to their family, friends and IBD community,” explained Elissa Johnsen, Head, Global Product & Pipeline Communications, Takeda. “Takeda is proud to launch IBD Unmasked, and hopes to help spark productive conversations, shift perceptions and improve understanding of the impact of these diseases, in order to provide ongoing support for people with IBD.”

The U.S., in partnership with the CCFA, is the first country to launch IBD Unmasked, a global awareness campaign. Additional countries in Europe, Asia and South America will also launch throughout the year with additional content and campaign partners.

Takeda is a global leader in gastroenterology. With expertise spanning more than 25 years, the company’s dedication to innovation continues to evolve and have a lasting impact. Beginning in the 1990’s Takeda pioneered gastroenterological breakthroughs in proton pump inhibitors. Since that time, Takeda’s global capabilities have expanded into the specialty care market in gastroenterology and biologics with a focus on ulcerative colitis and Crohn’s disease. Takeda's expertise also remains focused on therapeutic agents that work to reduce the production of acid in the stomach, and options for the treatment of chronic idiopathic constipation, irritable bowel syndrome with constipation and opioid-induced constipation. Through specialized and strategic in-house development, external partnerships, in-licensing and acquisitions, Takeda currently has a number of promising early stage GI assets in development, and remains committed to delivering innovative, therapeutic options for patients with gastrointestinal and liver diseases.