Coeliac Awareness Week 2009 - Is your MOJO missing?

‘Is your MOJO missing?’ was the key theme for the 2009 campaign which was designed to raise public awareness of the typical symptoms of coeliac disease and to encourage people to ask their doctor for a coeliac test.

Spearheaded by a cheeky MOJO character, the message was simple:

Unexplained tiredness? Bloating? Diarrhoea? Constipation?

Make a MOJO date today!

The Coeliac Research Fund and The Coeliac Society Australia worked together to make sure MOJO’s message was seen and heard as widely as possible to encourage anyone anyone who was suffering from unexplained tiredness, bloating, constipation and/or diarrohoea to ask their doctor for a coeliac test.

The campaign achieved extensive media coverage including an interview on the David and Kim Show on Channel 9; over 65 articles in national, metropolitan, regional and suburban press; and 10 radio interviews across the country. The campaign was also supported by major magazine advertisements in women’s and health magazines.

Coeliac Awareness Week Ambassadors, Olympians Glenn Singleton and Kate Smyth, also shared their personal experiences of coeliac disease with the media, as did scores of Coeliac Society members from around Australia.

Many stories all had the same theme - of suffering for years feeling ill but not knowing what was wrong. Then the sheer relief of being diagnosed and feeling so much better following a gluten free diet under medical supervision.

Most importantly, the campaign achieved what it set out to deliver - an improvement in diagnosis rates of coeliac disease in Australia.

2009 Ambassadors

Olympians Kate Smyth & Glenn Singleton