Abbvie – MyMigraine

Almost 25% of the population of the UK are currently living with migraine, and yet many of those people are going untreated because they have not yet spoken to their doctor.

Let Your Migraine Tell Its Story is a campaign which encourages people living with migraine to visit Abbvie's MyMigraine.co.uk website, where they can answer a questionnaire and receive a tailored discussion guide to bring to their next GP appointment.

This was a tricky campaign to crack, because the idea had to simultaneously be instantly recognisable to busy commuters as what a migraine feels like, while also expressing the ability of MyMigraine to help translate these indescribable symptoms into something that will facilitate better conversations with their HCP.

The final output was these beautiful scenes based on a social listening. They depict the different ways people with migraine describe their symptoms, and went live across public transport and cities in the UK.