Background: The Problem

Migraine, a complex neurological disorder, confronts pervasive stigma and misunderstanding within society. Erroneously labeled as a simple "headache," migraine's true nature and impact are often overlooked, particularly affecting the 75% of sufferers who are women. Historically, women's pain has been underdiagnosed and undertreated, perpetuating the marginalization of migraine as a legitimate health concern.

Brief and Objectives: The Idea

"Migraine - A Painful Reality" is a short film designed to challenge the stigma surrounding migraine. Combining scripted live-action scenes with authentic patient testimonials, the film aims to reveal the true impact of migraine on individuals' lives. By presenting compelling storytelling and unfiltered accounts, the film seeks to dismantle misconceptions and cultivate empathy, urging viewers to reconsider their perceptions and advocate for greater awareness, understanding and support.

The casting process for "Migraine - A Painful Reality" was an intricate journey, reflecting a commitment to authenticity and diversity. We collaborated closely with patient associations, recruiting and interviewing real migraine sufferers to ensure all voices were accurately represented. The selection process for the patient testimonials prioritized mirroring Canada's multicultural landscape, ensuring a diverse and inclusive portrayal. Despite the pandemic's challenges, virtual casting sessions were conducted for the live-action segments, focusing on nuanced performances that captured the essence of migraine experiences. Actors were also meticulously chosen to authentically reflect Canada's multiculturism and had to be bilingual as the film was produced in both English and French.

The impact of the film has been profound and far-reaching. With over 500K views across two migraine patient association YouTube channels (Migraine Canada and Migraine Quebec) the film has resonated widely, reaching a diverse audience. The heartfelt comments left in the comment sections of these channels attest to its impact, with viewers expressing gratitude for shedding light on the daily struggles of migraine sufferers and fostering empathy and understanding.

Moreover, the film's feature on a Global TV national news segment amplified its reach, sparking broader discussions on migraine awareness and treatment. This media coverage not only validated the film's message but also contributed to a wider public discourse, emphasizing the need for destigmatization and increased support for those affected by migraines.

In essence, "Migraine - A Painful Reality" has transcended mere viewership numbers, fostering meaningful engagement, media recognition, and impactful conversations that promote positive change in attitudes towards migraines.