Patients dealing with Irritable Bowel Syndrome with constipation or chronic idiopathic constipation are frustrated. They have tried every Over The Counter product from laxatives to probiotics to fiber supplements. The trial and error is truly wearing on them. They need to find relief that works for the long term.

In “Burdened,” three characters are literally covered in over-the-counter remedies for Irritable Bowel Syndrome with Constipation (IBS-C) and Chronic Idiopathic Constipation (CIC). They laboriously trudge before the camera, separated by a transparent curtain from their daily lives because their burdens have kept them from participating fully in the moment. Enter LINZESS. The over-the-counter remedies fall away from each character as the curtain tumbles down, allowing them to re-enter and interact fully with their worlds, now free of belly pain and constipation.

In “Overwhelmed,” three characters are bombarded with over-the-counter remedies. Again, a transparent curtain stands between them and the outside world. Enter LINZESS. Each character breaks free and sheds their respective laxative boxes, probiotic bottles, and fiber cans as the curtain falls behind them. They rejoin their lives and engage with the world at large, no longer inhibited by chronic belly pain and constipation.

The campaign was submitted to OPDP—for comment and approval. It requires that advertisements be disease or health condition-specific, clear, accurate, not overpromise, and contain a responsible public health message. OPDP heavily regulates the balance of product messaging versus product safety risks and how these are communicated visually.

Irritable Bowel Syndrome with Constipation (IBS-C) is a medical condition comprised of frequent constipation with belly pain. Other symptoms of IBS?C are defined as long-lasting and recurrent constipation, straining symptoms, and stools that are difficult to pass.

Chronic constipation without an identifiable cause is referred to as Chronic Idiopathic Constipation (CIC). CIC includes symptoms of difficult, infrequent, or incomplete bowel movements.