Ulcerative colitis: no thanks, I'm out
Ulcerative colitis (UC) is much more than a disease of the intestinal tract: it is a chronic inflammatory condition that profoundly impacts the daily lives of those who suffer from it. From chronic fatigue to social anxiety, from changes in the professional sphere to the difficulties of fully experiencing parenthood and emotional relationships, ulcerative colitis manifests itself in visible and wide-ranging ways. Very often, patients feel lost when facing the disease, lose courage, and risk withdrawing into themselves. All this stems from the fear and shame of a body they feel they can no longer control, one that can create deeply embarrassing situations when in contact with other bodies, other lives.
It is precisely to break the silence, dismantle prejudice, and help patients take positive action to better manage their condition that the patient activation campaign “Colite Ulcerosa, IO ESCO. La vita là fuori è più bella. E si vede” was created, promoted by Alfasigma in partnership with AMICI Italia (the national association for Inflammatory Bowel Diseases), under the patronage of IG-IBD (the scientific society of reference for these conditions). “With this project we want to give back voice, space, and dignity to all those who live every day with the invisible burden of IBDs (Inflammatory Bowel Diseases),” says Salvo Leone, General Director of AMICI Italia. “Living with a chronic illness such as ulcerative colitis or Crohn’s disease does not only mean managing complex physical symptoms, but also facing strong emotions, fears, and loneliness. With the IO ESCO campaign, we want to encourage every patient to step out of the shadow of their disease, to take care of themselves with confidence, and to build a new normality without invisible barriers. Because every patient is, above all, a story, a life, a world that deserves to be heard, understood, and supported.”
The campaign has created an ecosystem of services around patients (educational events, psychological counseling, a practical guide, a dedicated Instagram page) to improve quality of life, promote inclusion in care pathways, and ensure equitable access to health. It is a project conceived and co-created with AMICI Italia that directly involved five patients who, through their testimonies, not only helped design the campaign’s content but also served as peer educators. They participated in patient events, sharing their experiences of moving from illness to chronicity and offering practical advice on how to face the various stages of the journey, from diagnosis to treatment.
A chronic illness that makes itself seen… and felt
Abdominal pain, urgency to defecate, blood in the stool, weight loss, fatigue, anemia — these are just some of the symptoms that characterize ulcerative colitis. Its course is typically relapsing-remitting, alternating phases of flare-ups (often with severe symptoms) and periods of clinical remission without symptoms. In Italy, it is estimated that about 150,000 people are affected. Being a chronic disease, there is no definitive cure, but with proper treatment it is possible to achieve periods of remission, allowing individuals to regain control of their lives. However, clinical remission does not necessarily mean a restored quality of life: stigma, mental fatigue, and the limits imposed by society often remain.
IO ESCO: life out there is more beautiful. And it shows
IO ESCO is a direct, clear, and concrete invitation: to step out of stereotypes, out of the limits imposed by the disease, and out of the social barriers that still surround those living with UC today. The campaign provided practical advice on nutrition, physical activity, stress management, and psychological impact. The stories collected through the project tell real-life experiences of people who had to reorganize their lives starting from a diagnosis that was difficult to accept. These accounts highlight the need for care pathways that go beyond the purely clinical dimension, embracing people’s identity, work, family relationships, and mental well-being.
Inclusion, equity, participation: the pillars of the campaign
Ulcerative colitis can be seen and felt, yet it is too often underestimated or trivialized. It is a condition that changes a person’s body and habits, but it does not have to define their life. The IO ESCO campaign promotes an integrated vision of the disease, where each patient is recognized as a whole person and not merely as someone experiencing symptoms. Thanks to the collaboration between Alfasigma and AMICI Italia, a virtuous model of partnership between the private sector and patient associations has been promoted — one that places patients’ real needs at the center and supports access to care pathways that are comprehensive, humane, and sustainable.
Ulcerative colitis is not invisible: recognizing it, listening to it, and talking about it is the first step toward facing it with dignity and awareness. With IO ESCO, life out there becomes possible again — and more beautiful.