Light To Migraine

Migraine is one of the most common neurological diseases, yet one of the least understood. More than a billion people worldwide live with it, facing episodes of incapacitating pain that force them to literally live “in darkness.”

Despite its magnitude, migraine remains socially undervalued, and those who suffer from it are often perceived as “weak” rather than being recognized for the strength it takes to cope with this condition on a daily basis. The European Migraine & Headache Alliance (EMHA) recognized the need to raise awareness of the problem, generate knowledge, and sensitize society and medical professionals at a key moment: the 19th Congress of the International Headache Society in Dublin.

The challenge was clear: to break the silence and create a global awareness movement that would symbolically and powerfully convey what it means to live with migraine.

In response, we created and launched the #LightToMigraine movement, a project that combines creativity, emotional impact, and global reach.

• Symbolic action at the Congress: at the event's opening gala, we surprised attendees with a total blackout in the room, a metaphor for the isolation and darkness experienced by migraine sufferers. In this way, we gave specialists, doctors, and industry representatives a first-hand taste of this reality.
• Storytelling: we developed a message that celebrates people with migraine as extraordinary, not because of the pain they suffer, but because of the strength with which they face life, just like anyone else, but carrying this invisible condition.
• Multi-channel activation: in addition to the live action, we accompanied the movement with a comprehensive digital and communication strategy:
  • Content for the official EMHA website.
  • Publications and audiovisual pieces for social media.
  • Press and public relations material, amplifying the reach of the message to specialized and general media.
  • Visual and testimonial tools to connect with the patient community and give a voice to those who live with migraines.

The launch of #LightToMigraine marked a turning point in communication about migraine:

• It created an immersive and unforgettable experience at one of the world's most important conferences, capturing the attention of international doctors and specialists.
• The movement changed social perceptions, showing patients as resilient individuals worthy of recognition.
• The campaign achieved media and digital amplification, reaching audiences beyond the scientific sphere and giving a voice to those living with this invisible disease.

In short, with #LightToMigraine we managed to transform silence and darkness into a global call for empathy, understanding, and respect for those who live with migraine.