For more than a million Spaniards, chronic migraine is a fact of life: migraines put life on hold, causing fear that they will ruin their relationships.

Still, many are unaware they are experiencing migraines, that a few steps might help them reclaim their lives, or that government restrictions make it challenging to inform migraine sufferers how to get relief. Incredibly one treatment is better known globally as a gateway treatment to younger-looking skin: Botox.

While the Spanish health ministry classified Botox as reimbursable for chronic migraine, its maker, Allergan, was prohibited from saying this publicly, using the word “treatment” in ads, or recommending a visit to a neurologist right away, the one specialist capable of treating migraine.

So to get the message out, we welcomed Madrid residents to Migraine Square, in the heart of Madrid. There, sufferers could consult with specialists, even watch a popular artist paint a head-bust to show the pain and hope of a migraine sufferer who found relief.

To give our message “legs,” we posted ads on city buses, saying, “a neurologist can help.” It was an effective way to advise migraine sufferers on how to regain their life, while complying with health regulations.

The campaign was a hit: 12,000 visited our website seeking a neurologist. Two of three neurologists surveyed saw patient volume increases; half of them reported up to 30% growth. In 3 months, the campaign reached 46 million, drew 58,000 unique visitors to Allergan’s website and 53,000 to YouTube ads, reached 2.4 million with bus ads, and convinced dozens of doctors to seek migraine training. Botox sales increased 46.8%. What a relief.

We set our campaign in motion on the International Day of Action Against Migraine (September 12th) by launching a website featuring patient tools, including a map of Madrid hospitals where neurologists treat migraine with Botox and a downloadable migraine diary. We launched a Facebook page targeting Madrid women 30-50, a Google adwords campaign, and a banner ad campaign; and released a study on how migraine affects relationships and impacts quality of life.

To draw people to Migraine Square, we recorded a video of artist Oscar Llorens discussing migraine experiences, and uploaded it to YouTube’s Migraine Channel in advance of the big day. We publicized our upcoming event via online channels and radio spots, inserted leaflets in the leading women’s magazine, and placed bus ads on 20 routes near hospitals where Botox is used.

On October 25th, Llorens painted the head-sculpture in Migraine Square, and doctors in our booths shared migraine information with people. Our ads appeared on buses for many days, inviting people to see neurologists.

In less than 4 hours in the square, 400 people visited Llorens’ “head” and 300 lined up to speak to doctors/specialists. Within 3 months, we achieved great results:

• Reached 46 million people via TV, radio, and print news

• Website: 72,249 sessions, 58,145 unique users

• YouTube videos: 53,386 views

• Facebook Fan Page: more than 6 million people reached, more than 1,900 “likes,” more than 31,200 interactions

• Multimedia press release reached 400+ journalists

• 300 patients attended the event in Migraine Square to ask doctors questions

• 400+ surveys completed

• 12,000 used our map locator to find a neurologist

• Two out of three neurologists (64%) said their patient volume grew; half reported as much as 30% growth

• 100% of neurologists surveyed said the campaign better educated patients about migraine

• Botox sales rose 46.8%