migraine blackout
migraine blackout
The Client: Pfizer
Role: Co-led strategy development with strategy lead, led creative concepting, oversaw campaign branding & identity, website development, production, and content creationProblemWhen 75% of people living with migraine are women, it’s no wonder that it’s under prioritized in American healthcare. Fortunately treatments exist. Unfortunately women are struggling to get access to them due to complicated insurance barriers like step therapy, leaving them no choice but to continue showing and pushing through debilitating pain. SolutionWe had to make this inadequate standard of care impossible to ignore. So we did what we should have done a long time ago: disappear. With the help of super actress (and migraine sufferer) Kat Dennings, we 'went dark on social media' - archiving her entire social profile until people started to take notice. (Yes, there were even fan threads about it). And then she came back with a powerful message: her story as a rallying cry to sign a letter to congress demanding Step Therapy Reform. 
FlowSpace
Kat Dennings Opens Up About Her Silent Battle With Migraines: ‘I’m 38 Now, It’s Still a Constant Journey’
The Two Broke Girls actress has been silently battling migraines since she was 12, often being dismissed and told to "suck it up." Now, she's speaking out.
The Results
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3,400+
migraine advocacy letters sent to Congress
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50
states represented in letter outreach plus DC and Puerto Rico
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33,000+
minutes spent on our site from 14,000 site visits
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6M+
overall impressions
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34%
of site users took action on our site
It takes a village.
Head of Strategy: Jennifer BeckCreative Director: Caroline ReynoldsSenior Art Director: Tess KelleyArt Director: Julia FitzgeraldCopywriter: Kelsey SarracinoSenior Strategist: Abe FleischerClient Experience Lead: Austin John BaldClient: Holly Hitchens