The Heavy Burden of Chronic Migraine: Women who suffer from Chronic Migraine have a terrible burden to carry around every day. They hurt badly–so badly that even tuning their heads can feel like a train has flattened them. Its profound impact on their lives affects everything: their relationships with their family, activities with friends and even their work lives. They talk to their doctors and are given medicines that give them some level of relief and comfort, yet they still suffer.
But Chronic Migraine Sufferers Are Strong. No Matter What The Pain, They Power On: And yet, in the course of dealing with their condition, they settle in, in some ways become complacent. Why? Because they’ve been there, done that, and believe this is as good as it gets.
Our Challenge: Shake Them. Wake Them: Help them realize that “coping” wasn’t “living” —that it’s time to take action. So we personified them as the fighting spirits they aspire to be.
Lifting the Burden of Their Metaphoric Headaches: We believe this provocative visual approach created intrigue, and created the urgency to read on and discover treatment options that could do something differently for them.
Optimism Rose. And So Did The Results: Since the launch in May 2015, not surprisingly, initial response has been strong—extending past our goal and substantially increasing website visits and click-through rates. The print ad communicated a powerful sense of strength that was unique, relatable and memorable.