Brand Experience & Activation
Lilly
Poopcasts
Conversations You Can’t Hold In
For 1 in 250 people, IBD is an invisible burden, full of unpredictable moments and urgent needs. The condition affects daily life profoundly, but the stigma can feel even heavier. Lilly and CCV-vzw wanted to break the silence, spark open conversations, and give patients a platform to share their experiences.
Humour and honesty proved to be powerful connectors. Instead of a clinical approach, we created a space where patients could speak freely about daily struggles, laugh at the absurdities, and feel heard. The idea was simple: let patients tell their story in their own voice.
The result is Poopcasts – the conversations you can’t hold in. A bold podcast series where real patients share real experiences with honesty and humour, opening dialogue, raising awareness, and normalising IBD in everyday life. The campaign reached 3.8 million people across Flanders, generated more than 150K video views and sparked national media coverage, including features in Het Nieuwsblad and on De tafel van Gert
