IBD Unmasked, a First-of-its-Kind Global Awareness Initiative, Launches to Support and Empower the Inflammatory Bowel Disease Community

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OSAKA, Japan, 13 July 2016 /PRNewswire=KYODO JBN/ --

    Takeda unveils new IBD Super Hero and graphic illustrations, developed in

collaboration with Marvel Custom Solutions, to highlight the strength of and

inspire confidence in those living with IBD

    If someone with inflammatory bowel disease (IBD) was a Super Hero, what

would that hero look like? What would they stand for? Perhaps bravery,

strength, determination - three characteristics demonstrated by the IBD

community members who battle this disease every day. Today, Takeda

Pharmaceutical Company Limited [TSE: 4502

[http://www.takeda.com/investor-information ]], launched IBD Unmasked, a

first-of-its-kind global initiative designed to raise awareness of the unsung

Super Heroes of the global IBD community, and celebrated through a unique

collaboration with the creative geniuses at Marvel Custom Solutions.

    There are more than 5 million people worldwide who live with IBD, which

include the two most common types - ulcerative colitis (UC) and Crohn's disease

(CD). For these people, everyday activities like getting together with friends

and family or going to the cinema may be challenging. IBD Unmasked features the

new IBD Super Hero, Samarium, and graphic illustration series developed by

Marvel Custom Solutions highlighting the physical and emotional challenges of

IBD, while providing support and information for the patient community.

    In addition to the first chapter of the IBD Unmasked graphic novel series,

http://www.IBDunmasked.com also features interactive quizzes, facts and

infographic, and an expert Q&A. In the coming weeks and months, more content

will be unveiled - including more educational resources, new members of the IBD

Unmasked team of Super Heroes,  the next chapters in the graphic novel series,

and the ability for users to create and share their own heroes. Follow along in

the story and conversation on the Twitter handle, @IBDunmasked, and via

#IBDunmasked.

    IBD affects people of all ages and diagnosis is most common in early

adulthood. People with IBD can oftentimes feel isolated when diagnosed, and

simply discussing what they go through may be difficult. According to a large

European study of people living with IBD, 48 percent of respondents reported

that their lives are significantly or somewhat impacted by IBD symptoms even

between flare-ups, IBD prevented 35 percent of people from pursuing an intimate

relationship and 26 percent reported that IBD has gotten in the way of making

and keeping friends.

    "Battling IBD is a global fight that is not limited to a single country or

continent. Patients who suffer from this condition face an ongoing battle to

manage their disease and continue their daily life," said Dr. James Lindsay,

consultant in Gastroenterology at Barts and the London NHS Trust. "Through this

engaging platform, IBD Unmasked can encourage others who have been living in

silence to be brave and speak up about their experience with IBD and share

their fight with loved ones. Being diagnosed with IBD can be hard to accept,

but discussing symptoms with a healthcare professional can help patients get

the treatment and support they need."

    "As a company, we are focused on providing continued support to the IBD

community. In partnership with Marvel Custom Solutions, we are tapping into the

power of visual storytelling to raise awareness and help people living with IBD

feel more confident expressing themselves to their family, friends and IBD

community," explained Elissa Johnsen, Head, Global Product & Pipeline

Communications, Takeda. "Takeda is proud to launch IBD Unmasked, and hopes to

help spark productive conversations, shift perceptions and improve

understanding of the impact of these diseases, in order to provide ongoing

support for people with IBD."

    The U.S., in partnership with the CCFA, is the first country to launch IBD

Unmasked, a global awareness campaign. Additional countries in Europe, Asia and

South America will also launch throughout the year with additional content and

campaign partners.

    To learn more about IBD and the IBD Unmasked initiative, visit

http://www.IBDunmasked.com.

    About ulcerative colitis and Crohn's disease

    Ulcerative colitis (UC) and Crohn's disease (CD) are marked by inflammation

in the GI tract. UC impacts the large intestine only, which includes the colon

and the rectum. The most common symptoms of UC include abdominal discomfort and

blood or pus in diarrhea. CD can impact any part of the digestive tract and

common symptoms may include abdominal pain, diarrhea, rectal bleeding, weight

loss, and fever. There is no known cause for UC or CD, although many

researchers believe that the interaction between genes, the body's immune

system, and environmental factors play a role. The aim of UC and CD treatments

is to induce and maintain remission, or achieve extended periods of time when

patients do not experience symptoms.

    Takeda's Commitment to Gastroenterology

    Takeda is a global leader in gastroenterology. With expertise spanning more

than 25 years, the company's dedication to innovation continues to evolve and

have a lasting impact. Beginning in the 1990's Takeda pioneered

gastroenterological breakthroughs in proton pump inhibitors. Since that time,

Takeda's global capabilities have expanded into the specialty care market in

gastroenterology and biologics with a focus on ulcerative colitis and Crohn's

disease. Takeda's expertise also remains focused on therapeutic agents that

work to reduce the production of acid in the stomach, and options for the

treatment of chronic idiopathic constipation, irritable bowel syndrome with

constipation and opioid-induced constipation. Through specialized and strategic

in-house development, external partnerships, in-licensing and acquisitions,

Takeda currently has a number of promising early stage GI assets in

development, and remains committed to delivering innovative, therapeutic

options for patients with gastrointestinal and liver diseases.

    About Takeda Pharmaceutical Company Limited

    Located in Osaka, Japan, Takeda (TSE: 4502

[http://www.takeda.com/investor-information ]) is a research-based global

company with its main focus on pharmaceuticals. As the largest pharmaceutical

company in Japan and one of the global leaders of the industry, Takeda is

committed to strive towards better health for people worldwide through leading

innovation in medicine. Additional information about Takeda is available

through its corporate website, http://www.takeda.com.

    For Media Outside Japan:

    Danny Stepto

    TEL: +41-44-555-1504

    danny.stepto@takeda.com

    Elissa J. Johnsen

    TEL: +1-224-554-3185

    elissa.johnsen@takeda.com

    For Japan Media:

    Tsuyoshi Tada

    TEL: +81 33 278 2417

    tsuyoshi.tada@takeda.com

    SOURCE: Takeda Pharmaceutical Company Limited