MiGRA Portugal launched a new awareness campaign with the concept "Migraine is a prison," created by the Circle agency. The initiative aims to raise awareness about the impact of a disease that affects approximately two million people in Portugal, using the prison metaphor to represent the limitations imposed by migraine attacks. The campaign has communication strategy support from Guess What and the backing of the Portuguese Headache Society and AbbVie.
The main objective is to combat the perception that migraine is just a common headache and to show how the disease can interfere with patients' professional, family, and social lives. According to data from the European Migraine and Headache Alliance, 92% of women with migraine in Portugal report limitations in their ability to work, study, or carry out activities for at least one day.
Isabel Pireza, president of the General Assembly Board of MiGRA Portugal, stated that the organization wants those who suffer from migraine to recognize the signs of the disease, seek help, and know that there are options for monitoring and treatment available.
The campaign includes awareness actions and free screenings, taking place between September 11 and 19 in Lisbon, Coimbra, Porto, Portimão, and Tomar, with the aim of identifying possible migraine symptoms and referring cases for medical follow-up. The creativity is by Circle, with creative direction by André Torrado and art direction by Luis Wengorovius, production by Bonzi, and direction by Vera Braga.
