QOL Medical has released an advertising campaign to educate the public on sucrose intolerance and drive awareness on the condition.
QOL Medical has unveiled its first advertising push around sucrose intolerance. Titled All Movies End with a Flush, the effort—featuring playful radio advertising—is meant to serve as an educational initiative. It has been timed to coincide with the movie award season.
The aim is to drive awareness around Congenital Sucrase-Isomaltase Deficiency and its symptoms which include chronic abdominal pain, diarrhoea, and bloating. Sufferers are unable to properly digest the sugar found in foods like ice cream, apple, cake, and corn.
“We felt that playing off of the movie award season with All Movies End with a Flush would not only be clever, but more importantly, relatable to people who are suffering from these inconvenient symptoms,” said Anthony D’Elia, Vice President of Marketing of QOL Medical.
In infants, the illness presents as explosive watery diarrhoea, failure to thrive, diaper rash, irritability, and acidic stools. For more information, viewers can visit the website. Members of the public can take an online quiz here to determine if they will need to see a physician.