Meet Teddy. His fur is terribly scratched, scarred, and yellowing. He has tired, deep-set eyes and a saddened facial expression. He has poor weight gain and growth. He suffers from a type of chronic pediatric cholestatic liver disease (CLD), which has robbed him of his childhood. He can’t bear ITCH any longer.

Children with CLD are facing unrelenting itch and undue suffering, while pediatricians are overlooking the root cause of disease. This campaign features beloved yet distraught plush bears, all of whom have been treated with various symptom distractions that fail to target the main driver of their discomfort. The Teddys depict the unbearable itch and pain that is felt by children with CLD, while still serving as adorable bears that you want to care for. The campaign successfully highlights the ineffectiveness of symptom management and addresses the impact that these treatment failures can have on patients like the Teddys.

This campaign was rigorously scrutinized by medical, legal and regulatory committees at Mirum Pharmaceuticals and aligns with guidance put forth by The Food and Drug Administration. It is strictly intended to raise awareness about chronic pediatric cholestatic liver disease (CLD) which often robs children of their childhoods—not sell a brand.

Pediatric gastroenterologists and hepatologists whom continue to treat with various symptom distractions that fail to target the main driver of patient discomfort/the root cause of disease. The campaign successfully highlights the ineffectiveness of symptom management and addresses the impact that these treatment failures can have on patients like the Teddys.