samariumSuperheroes have inspired fans’ imaginations for decades, transforming our culture and Halloweens and Hollywood’s concept of the box office smash. They’ve challenged our beliefs, allowing us to become better people, and opened our minds to explorations of moral complexity. Superheroes expand our understanding of the world around us. They give us a new language for talking about ourselves. And now?

Now superheroes are helping us fight for our health.

You’ve seen the “Nobody’s Immune to Breast Cancer” campaign by Maísa Chaves, DDB Maputo, and Mozambique Fashion Week 2011. You’ve probably heard that Marvel is promoting Prostate Cancer Awareness with variant covers to several of their titles in September.

And at Wizard World Comic Con in Chicago this weekend, the all-new superhero Samarium will debut as part of the IBD Unmasked campaign to raise awareness of inflammatory bowel disease. Here are the details:Samarium-Panels

IBD Unmasked was developed by Takeda Pharmaceuticals, U.S.A., Inc. in partnership with the Crohn’s and Colitis Foundation of America (CCFA), Drs. David Rubin and Ellen Scherl, and numerous patient advocates. Samarium’s story and additional campaign content were created with direct input from patients with IBD. In fact, Samarium was developed based on the personal experiences shared by several individuals with IBD – including local Chicagoans Ethan Blumenthal and Sarah Machemer – at a meeting with Marvel Custom. The final illustrations, available on www.IBDUnmasked.com, were designed to showcase parallels between the strength, perseverance and positivity of comic book super heroes and those living with IBD, in the face of often daily emotional and physical challenges, and the isolating nature of the disease.

On Friday, August 19 and Saturday, August 20, the IBD Unmasked booth at Comic Con (Booth #2007) will feature exciting offerings for convention-goers, including a unique photo opportunity where participants can join forces and show their support for this remarkable community, and potentially be featured on the campaign “Hall of Heroes.”

Right now, you can visit IBD Unmasked HQ to:

  • Read the first issue of Samarium’s story and his fight against IBD.
  • Watch a behind-the-scenes video of how Samarium came to life, inspired by real-life patients with IBD.
  • Take the quiz: are you a Superhero or a Sidekick?
  • Find infographics and conversation guides for people living with IBD and their loved ones.

ALSO! For every view of the Samarium comic or infographic on IBD Unmasked HQ, Takeda Pharmaceuticals will donate $1 to Crohn’s & Colitis Foundation of America (CCFA), up to $25,000. Spread the word!

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