You can't launch a treatment for a condition no one has heard of. So before Takeda could talk brand, we had to make EoE real and personal.
Introducing the EsophaCrew. A cast of everyday characters sharing bite-sized stories about life with EoE. No pity. Just honest, funny, and sometimes awkward moments pulled straight from real life that made a rare disease feel surprisingly relatable.
The result? Visitors who engaged with the content stayed on the site 8 times longer and explored 2.5 times more pages.
We didn’t start with a disease. We started with characters.
We didn’t show up to lecture. We came to make it personal.
With bite-sized posts full of humor, awkward truths, and everyday wins, it was about making EoE feel less isolating and a lot more human. Each post gave a voice to the invisible, turned symptoms into stories, and helped people see themselves in the scroll.
By making rare relatable, we opened the door for real conversations. Some laughs, some head nods, and for many, the nudge they needed to talk to their doctor.
Because sometimes the best way to raise awareness is to just be real.
