“64% of people in the UK are undiagnosed with coeliac disease”.-Coeliac UK.

Coeliac Disease is an chronic autoimmune disease where the immune system mistakenly attacks healthy tissue in the small intestine upon consuming gluten. The only treatment is a strict gluten free diet for life. Despite its serious impact coeliac disease is often as seen as ‘diet trend’ or a fussy preference. Grounded in lived experiences from the coeliac disease community, my project focuses on the psychosocial impact of the condition while taking a speculative approach to how systems may need to adapt if there was a rise in coeliac disease.

“The amount of jokes made at my expense, I could never stop eating gluten, I’d rather die than not have bread”- Primary Research

The Coeliac Collective is a charity that is dedicated to providing post diagnosis and social support.
Our campaign operates within food spaces such as restaurants, cafes and the wider hospitality sector to reduce stigma, improve understanding and foster a sense of community.

“It is estimated that the catering industry is missing out on an additional £100 million a year from customers wanting to eat out gluten free.”- Coeliac UK, Catering to Gluten Free: How to get it Right

The campaign allows those who don’t have the condition to develop empathy and knowledge. The Coeliac Collective proudly takes ‘A Collective Approach’, helping struggling systems adapt with the major increase of coeliac disease. We move the challenge of living with coeliac disease from something carried alone to something supported collectively.

One of the campaign touchpoints is our ‘Guess the Gluten Game’ which is an interactive experience designed to simulate the process of choosing a safe meal with coeliac disease. Inspired by the complexity and dullness of the allergen binder that’s normally given when eating out, players must navigate information, make decisions under pressure and interpret potential risks. This helps those who don’t have the condition understand cross contamination, social struggles, symptoms and foods containing gluten.

Unlimitedly, The Coeliac Collective aims to drive wider systemic change, reducing pressure on healthcare services, foster innovation in gluten-free food and support restaurants in reaching a broader audience.