Finalist
Tame Your Migraine
Summary of work
Migraine is a debilitating and complex neurological condition affecting ten million UK adults. Research shows that over half of people living with migraine have needed to change their treatment at least twice in an effort to take back some control, with many giving up hope of finding something effective and tolerable.
Rooted in the insight that there is limited information in existence online and nothing tangible available to guide actionable conversations around migraine management with a healthcare professional, we set out to create a suite of thumb-stopping content hosted on an informative campaign hub. This was home to a simple tool used to assess the true impact of migraine on the individual.
Implementing the PESO framework (paid, earned, shared and owned), activity was amplified across multiple channels, including strategic partnerships with Mail Metro Media and actress, author and cookery presenter, Lisa Faulkner to deliver a range of creative content, on and offline.
By capturing the interest of our target audience where they were already spending time, we inspired action amongst a uniquely frustrated patient population.
Judges’ comments
This campaign delivered against a clear unmet need and was built around strong patient insights. Channel selection was well thought through and the results were strong across paid, earned shared and owned channels, especially given that migraine isn't a key area of interest for the media.
