Through bold creatives and the creation of an educational, interactive ‘Gut Health’ online hub, the campaign is hoped to drive awareness, empowering consumers to learn more and take action.
Ethical nutrition and supplement brand, DR.VEGAN®, have launched a bold new ‘Gut Punch’ campaign, designed to raise awareness of the considerable extent to which Brits are suffering with gut health problems, and to provide them with the tools to better understand the topic, and - crucially - to take action.
So much so is the issue in fact, that a staggering 60% of Brits are struggling with gut health issues*; a statistic the brand has brought to life alongside a fist in intestine form - pushing this message, to start-out, across the Capital - in an effort to get consumers to sit up and understand the severity of the problem, and the glaring need for change, now.
Credit: Georgina George Films
Speaking on the campaign, DR.VEGAN co-founder, Gordon Lott, explains: “Modern diets are packed with ultra-processed, high fat, sugary and salty foods, contributing to record levels of obesity, diabetes, cardiovascular disease, gastrointestinal conditions, poor sleep, chronic stress, and more.
Our gut is the control centre for our physical and mental health, our daily wellbeing and our weight, yet education on how to create and support a healthy gut is shockingly poor. In fact, it’s completely absent from our education and healthcare systems, and we want to change that.”
Looking more closely at current education within the public healthcare domain, the brand conducted a 300-person survey where understandably so, nearly nine in ten (86%) respondents said they expect GPs to be trained in nutrition, and to offer personalised nutrition advice if it’s a suitable alternative to medication (89%)**. Despite this, however, GPs receive less than two days training in nutrition at medical school and aren’t qualified to give personalised nutrition advice unless specialist training has been received.
Alongside driving awareness on the issue, DR.VEGAN have therefore created an educational, nutritionist informed interactive ‘Gut Health’ online hub, to empower consumers to learn more about gut health, and to take action to improve theirs.
Featuring everything from detail providing a holistic view on the gut’s vital role in the body across a plethora of bodily functions - through to elements like the tell-tale signs of poor gut health, the impact of food, types of poo and what they mean for your health - and information on targeted probiotics and their benefits, as part of comprehensive detail on how consumers might improve their gut health, the brand hopes it will act as a catalyst for positive change.
Credit: Kiara Jim
Shona Wilkinson, registered nutritionist at DR.VEGAN explains: “Gut health is responsible for 70% of the immune system, and directly influences life expectancy, mood, energy, sleep, physical wellbeing, skin, hair and much more.
“While we are still learning more and more everyday from new research, we know that alongside hormones, the foods we eat have the biggest impact on the health of our gut microbiome.”
Wilkinson adds: “This said, we all have the power to make simple, actionable changes to improve our gut health, and a good starting place is to understand your poo as a topic we’ve included detail on within our online hub.”
Including through their award-winning Gut Works®, Debloat & Detox and Fibre Complex products, the brand is passionate about and committed to inspiring and educating consumers when it comes to the importance of diet, lifestyle and supplementation to help improve your health.
ARK Agency, who were recently appointed by DR.VEGAN, led on the creative work produced to bring the campaign to life.
Credit: Kiara Jim
*Based on 32,000 responses to DR.VEGAN’s online Diet Profile survey.
**Based on an online survey conducted by DR.VEGAN including 300 men and women during November and December 2024.