FlywithIBD#A EUCAN initiative resulting from collaboration between Public Affairs, Corporate Communications, Global Procurement & Patient Advocacy Groups

Empower patients, advancing healthcare

C O N T E X T :

The initiative started with an employee, who also lives with IBD, who posted on Yammer. The airline initiative’s main goal is to encourage carriers to provide better options for IBD / IBS patients traveling.

Do you know?• Around 2.2 million people living with IBD

in Europe (most common forms being Crohn’s disease and ulcerative colitis).

• IBS affects more than 30 million Europeans

& these people fly!

Takeda EUCan aims to raise awareness of this important issue & encourage European airlines to provide greater choice & detail on ingredients of any foods offered on flights, to create a more positive experience for travellers living with IBD and IBS.

Air travel can be stressful for people living with inflammatory bowel disease (IBD) and irritable bowel syndrome (IBS).

Not least the worry of being able to access a toilet at short notice and the potential for cabin pressure to worsen symptoms

For these people, a trip can be stressful and cause anxiety. Certain foods for at least some

people, may impact on symptoms. Therefore the food served on flights is another potential burden

Failure to comply with these restrictions may lead to serious relapses of their disease with severe health impacts. Also, remaining hungry is not an option since this may lead to diseases relapses as well

Travel with IBD already a hot topic in social media

Lizzy Barlow22 year old travel blogger

& Crohns sufferer, UKJenna Farmer

Healthy Lifestyle blogger & IBD Advocate, UK

Elisabeth BeyerGerman-Canadian

part-time travel blogger

FlywithIBD#Why

matters.IBD, is a chronic condition of the gastrointestinal tract. Around 3.7 million people live with IBD in Europe (most common forms being Crohn’s disease and ulcerative colitis). IBS is a chronic gastrointestinal disease that affects more than 30 million Europeans.

IBD and IBS are very different diseases but have some similar symptoms.

In terms of flying, improved menu options & better toilet-access especially for long haul flights, stand to benefit all persons living with gastrointestinal diseases.

In their diet, there are many restrictions…

Almond milk Eggs Oatmeal Salmon Papaya Pureed beans Poultry Avocado Rice Cooked carrots Potatoes

x Alcohol (mixed drinks, beer, wine)x Butter, mayonnaise, margarine, oilsx Carbonated beveragesx Coffee, tea, chocolatex Corn husksx Dairy products (if lactose intolerant)x Fatty foods (fried foods)x Foods high in fiberx Gas-producing foods (lentils,

beans, legumes, cabbage, broccoli, onions)

x Nuts and seeds (peanut butter and other nut butters)

x Raw fruitsx Raw vegetablesx Spicy foodsx Whole grains and bran

To have a pleasant journey, passengers who suffer from IBD should:

Book the nearest seat next to the toilets Inform the flight attendants about their

situation to know that there might be a need for access to first-class toilets in case regular toilets are occupied

Keep medicines, snacks, drinks and emergency kit under the seat for easier access to them during the flight

Use the toilet just before take-off Use the toilet just before the plane starts its

landing process because they might have to remain seated for some time

Strategy / Approach

Use crowd-speaking

platform in support of patient groups to amplify

one message

Create a campaign call

to action that can be supported by people outside the direct IBD

community to generate greater

exposure

Partner with Procurement

colleagues, influence

via Airline KAMs and Preferred

Partner contracts

Raise Awareness: Co-create and curate content using real life

experiences from patients to show the

impact and stress of air travel on people living

with IBD

! ! ! ! !

What arewe askingfrom airlines?

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1# To provide greater detail on ingredients of any food offered on flight online at least 48 hours prior to the flight. This will allow patients to plan and avoid undesirable situations. Furthermore, offering alternatives should be an easy solution – for example, including herbal teas alongside coffee or black tea. These are not simply ‘customer requests’ but actual medical needs.

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2# For ingredients to be labelled on individual in-flight products and to have products individually wrapped to avoid cross-contamination, as IBD patients often have additional triggers or sensitivities, such as color-additives.

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3# To provide greater choice with multiple allergy/intolerance menu options for all IBS/IBD passengers (e.g. combining lactose-free and gluten-free options) as the current solution provided by airlines does not fit with patient needs for travel.

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4# Premium Treatment for those who suffer from gastrointestinal disorders both mild and severe. An example could be an automatic seat reservation near WC.

Thunderclap campaign to get key messages trending across platforms. Our aim is for 250 sign ups• Analyse which channels and what

type of content will be the most effective in reaching sympathetic supporters to the cause (messages or memes)

• Use existing networks on Twitter, Facebook, Takeda employees

• IBD thought leaders, influencers, patient associations

• Traditional channels – editorial to generate sign up Thunderclap now live: http://thndr.me/4wlD1W

Sarah Heidrich’s Post: https://www.linkedin.com/pulse/coffee-tea-when-you-flywithibd-even-simple-questions-come-heidrich?trk=prof-postRob Gallo’s post:https://www.linkedin.com/pulse/when-in-flight-food-your-worst-nightmare-rob-gallo?trk=pulse_spock-articles

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