To coincide with Thyroid Awareness Month, the American Association of Clinical Endocrinologists (AACE) launched the Up To Here campaign on Monday to raise awareness of thyroid diseases and to help Americans recognize symptoms, risk factors and the need to seek treatment. More than 10% of Americans will develop a thyroid disease during their lives, yet many of those affected remain unaware of their condition.

The thyroid is a butterfly-shaped endocrine gland located low in the front of the neck. It produces hormones that influence the heart, brain, liver, kidneys, skin and eyes. The Up To Here campaign draws inspiration from the idea that many people with thyroid diseases are figuratively up to their necks in frustrating symptoms, such as gaining weight, feeling sad or not getting enough sleep. Many of the symptoms associated with thyroid issues are often mistaken for other conditions, misidentified as a normal part of aging or blamed on lifestyle habits.

“Millions are affected by thyroid disease and don’t even know it,” said Sandra L. Weber, MD, FACP, FACE, president of AACE. “This lack of awareness can endanger their health and well-being. We want to empower people to recognize these symptoms and to talk with their health care providers.”