Ever wondered what it would really be like to have a migraine? It’s probably not at the top of your list of things you’d like to experience, but maybe experiencing how a migraine ‘looks’ from the point of view of a migraine sufferer will give you empathy and a further understanding of what a friend, colleague or loved one is going through when they experience their own migraines for real.
Excedrin (part of GlaxoSmithKline) have done just that with their augmented reality project which allows you to see exactly what a sufferer sees with your own eyes. Users will experience the symptoms described by migraine sufferers such as blurred vision, partial blindness and bright lights etc. The one thing they won’t experience is the pain, but it does provide a valuable insight into what sufferers are going through which gives friends and family more understanding. Importantly it also opens up further understanding for medical and other professionals.
Interestingly the team behind the campaign picked up a Silver at the 2016 Cannes Lion awards. Good effort and hopefully this will spur many more agencies to look at how disease simulation can be a really good thing.