Driven by her personal experience with urticaria and a passion for helping people improve their health, Kristen Willard was part of the team that spearheaded the launch of We CU in early 2025. Learn why she has dedicated her career to nonprofit health organizations, find out about her love of experiencing new people and places, and meet the special pug in her life.
What is your personal experience with chronic urticaria?
About 25 years ago, I started having intermittent bouts of hives — on my arms, hands, feet, face. I was miserable. The itching and swelling were unbearable and affected every facet of my life and everyday functioning, including work. Luckily, I was able to control the periodic bouts I would have and move forward. That was until in my 40s, when they became chronic (lasting longer than six weeks). As have many people with urticaria, I tried many treatments and consider myself lucky to have found something that worked for me.
Tell us about your background.
I’ve always been interested in health care and particularly in patient advocacy. I studied clinical psychology in graduate school, and my first jobs involved research and program management in health care.
In 2008, my father died of chronic obstructive pulmonary disorder (COPD), so it seemed like fate when in 2015 I joined the COPD Foundation. Over the eight years of my tenure at the foundation, I served in several roles in areas like education, population health and care delivery, most recently as Executive Vice President, Public and Professional Education.
My work with COPD led me to my current role at the Global Allergy and Airways Patient Platform (GAAPP), where I have expanded the scope of my work to support health care nonprofits around the world and the communities they serve.
My personal experience with urticaria and my understanding of the unmet needs of CU spurred me play a role in founding We CU with my colleagues.
What would success look like for We CU a year from now?
I’m eager to make progress in four areas we’ve prioritized. First, we want to increase awareness of CU among communities, health care professionals, and decision makers, and provide educational resources to help those of us with CU understand our symptoms, manage our condition, and feel better equipped to make decisions about our CU journeys. Later this year, we will debut an online chatbot that will answer the 100 most frequently asked questions about chronic hives. I can’t wait for We CU to offer this and expand our community!
Advocacy will also be an essential part of our work. We aim to improve access to care, increase public awareness of CU, and foster better understanding among policy makers and other stakeholders. Lastly, We CU will support research that prioritizes the experiences and needs of people with CU. Lots of work ahead — it’s so exciting to think of what we can achieve together!
What motivates you to continue working in this field?
I’ve seen the difference nonprofit groups can make in the lives of people we serve. I find it tremendously rewarding. Most of all, I love the patients I get to meet and the smart, compassionate, dedicated professionals with whom I work.
On a personal level, we understand that you love to travel. What is the allure?
I absolutely love to travel, whether for business or for pleasure, to meet new people, see new things, and learn about the world. Last year, I went on a nature tour of the Galapagos Islands. I spent much of the time snorkeling. Iguanas and sharks, frigatebirds and penguins, tortoises and seals — just awe-inspiring to see the breadth of wildlife.
What are some of your hobbies or activities that you enjoy outside of work?
I’m addicted to true crime — Dateline TV shows, podcasts, books, all of it — and currently I am planning my first trip to CrimeCon. But my true love is a four-year-old pug named Vinny. He is full of life and makes me smile every day!