Title | PAIN PORTRAITS- SPLITTING |
Brand | BALIUAG DISTRICT HOSPITAL |
Product / Service | PAIN MANAGEMENT DEPT |
Category | G02. Illustration |
Entrant | CAMPAIGNS & GREY Makati City, THE PHILIPPINES |
Idea Creation | CAMPAIGNS & GREY Makati City, THE PHILIPPINES |
Media Placement | CAMPAIGNS & GREY Makati City, THE PHILIPPINES |
Production | CAMPAIGNS & GREY Makati City, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Eugene Demata | CAMPAIGNS & GREY | Chief Creative Officer |
Paulo Correa | CAMPAIGNS & GREY | Associate Creative Director |
Mags Sandoval | CAMPAIGNS & GREY | Deputy Executive Creative Director |
Ana Ongpin | CAMPAIGNS & GREY | Managing Director |
To improve consultation we needed to not only show sufferers that we understood their pain, but to also give it legitimacy. To match the extreme physical agony accompanying migraine, we used a highly sensorial and descriptive idea: migraine metaphors. By using metaphors, sufferers could recognize we understood them; while non-sufferers could get a sense of the agony of their pain in terms they could relate to, thereby reducing stigma.
We asked migraine sufferers to describe their pain (which differs from individual to individual). From a series of posters, this conveys a different metaphor of exploding pain. This was translated into lowbrow surrealist illustrations with vivid colors to visually convey extreme pain while creating maximum impact. Copy was illustrated in the same stylized way, and expressed first-person to make non-consulters feel that their pain was legitimate, and a condition experienced by others. It was placed in public areas such as transport terminals. And also placed in the hospital itself as we realized that most migraine sufferers are women, and it is women who tend to accompany hospital visitors. This gave us a great opportunity to speak to potential sufferers while they were in our premises – and when they were not likely to be suffering from migraine (which is so debilitating that they won’t be receptive to any messaging).
Since the posters were put up, the hospital has seen a 50% increase in inquiries and consultation regarding migraine resulting in proper diagnosis and treatment.