PAIN PORTRAITS- SPLITTING

TitlePAIN PORTRAITS- SPLITTING
BrandBALIUAG DISTRICT HOSPITAL
Product / ServicePAIN MANAGEMENT DEPT
CategoryG02. Illustration
EntrantCAMPAIGNS & 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

Credits

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

The Campaign

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.

Creative Execution

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).

Indication of how successful the outcome was in the market

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.