We took a documentarian approach to the problem. We worked with three migraine sufferers from distinct professional environments to delve into their stories. We then re-created migraine experiences in 360 video for their co-workers to watch:
We launched the campaign with a suite of supporting editorial content on owned and promoted channels that guides the community of migraine sufferers on the best ways to share their experiences with coworkers. We brought our story to the masses by enlisting influential storytellers in earned media and encouraged empathy in the workplace for migraine sufferers, starting in our own offices.