The campaign was designed to educate migraine sufferers on the impact of painkiller overuse on migraines, and to get them to visit the neurologist to get proper help and treatment.

There are 41 million migraine sufferers in Europe. Many sufferers take painkillers to relieve their migraines. But what they don’t know is that overusing painkillers may actually be triggering their migraines.

So they get a migraine … and take a painkiller… and get a migraine… and the cycle goes on.

So Novartis created a campaign showing the painkiller pill as a catalyst, with the potential to make the sufferer’s migraine even worse.

By making sufferers aware of the impact of painkiller overuse and encouraging them to visit a neurologist, we can help them break the migraine-painkiller cycle.