Hill Holliday Supports Celiac Awareness

Pizza with scorpions. Pasta salad with thumb tacks. Cupcakes with rat poison. Hill Holliday partnered with the Celiac Disease Foundation and Beyond Celiac during Celiac Awareness Month to create a marketing campaign showing how painful it is to live with the disease.

Hill Holliday also created Celenia’s Cupcakes pop-up shop in South Station, Boston’s busiest train station. Cupcakes like Chocolate Thumbtack Surprise and Vanilla Rusty Nail Crunch were on display to first surprise and then educate passersby. A dedicated team was on hand to showcase the cupcakes, distribute educational materials and direct people to the website, http://knowceliac.org/. In addition, “Not-So-Tasty” food-prep videos on knowceliac.org, and on Buzzfeed show seemingly delicious items like pasta salad, cupcakes, and pizza, but with one jarring twist, they include ingredients like razorblades, nails, scorpions, and thumbtacks, viscerally communicating just how painful it is for people with Celiac disease to eat food that contains gluten.

The campaign is designed to educate, raise awareness and inspire compassion for sufferers of the disease. Many people confuse gluten-free diets with Celiac disease. They are not the same. Celiac is a genetic, autoimmune disorder that is caused by gluten which results in a number of severe symptoms. Left untreated, Celiac disease can lead to additional serious health problems, like Type 1 diabetes, multiple sclerosis (MS), anemia, osteoporosis and intestinal cancers.

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