Excellence in Communications via a Live Event or Stand-Alone Activity

Summary of work

Migraine is an incredibly disabling condition, with the World Health Organization comparing the impact of a severe episode to that of someone with paralysis from the neck down. Yet, nearly two-thirds of sufferers have never consulted their GP because they mistakenly think that nothing can be done. Many patients end up feeling resigned to a lifetime of pain. This series of live events around the country was designed to go into the community to find the ‘lost’ patients; empower them with knowledge about different treatment options; and motivate them to seek medical help.

The Migraine Unlocked campaign, conducted at a local level, took a surround sound communications approach using advertising, media and experiential grass roots campaigning to maximise exposure to sufferers and their loved ones. This was combined with access to headache specialists who were there to motivate them into action.

Migraine Unlocked achieved 3.3 million opportunities to see the campaign with a 32% uplift in calls to the supporting patient group’s helpline along with a 233% increase in traffic to its website. Most importantly, nearly 500 people interacted with the campaign at the pop-up clinic events, 92% of whom stated that they would seek professional help.

Judges comments

We just loved the outcomes of this campaign. It took the message to people in an incredibly compelling way and it is also very clearly written, very concise and succinct and that allowed the outcomes to really shine through.