If you’re living with Irritable Bowel Syndrome with Diarrhea (IBS-D), the symptoms of diarrhea and abdominal pain can appear at any time and have a significant impact on your daily life. It’s a reality that many sufferers of IBS-D live with every day. But even though it’s disruptive and frustrating, IBS-D can be proactively managed.

Through a fully integrated campaign featuring “Irritabelle,” a character that personifies the symptoms of IBS-D and the disruptions they cause, Allergan and Arnold tackle this uncomfortable topic in a new way. Played by comedian Ilana Becker, Irritabelle is bothersome, unpredictable and tends to makes things a little uncomfortable. And just like IBS-D, she pops up at all the wrong times.

The campaign comes to life through TV, print, digital and longer-form online videos like “Intervention” that support and further amplify national broadcast efforts.

Additional Resources

Adweek coverage: Ad of the Day: Meet Irritabelle, Your Irritable Bowel Sidekick, in Campy Ads for Viberzi

Advertising Age coverage: See the Spot: Meet the New Face of Irritable Bowel Syndrome

MediaPost coverage: Allergan Launches Campaign For Viberzi