PAIN PORTRAITS
BALIUAG DISTRICT HOSPITAL
Pain Management Department
PROBLEM
Baliuag, Bulacan is a province north of Manila where agriculture is an important industry and physical work often comes with overcoming pain. In this environment, work disability due to migraines is a serious problem yet not well accepted or understood.
Migraines remained undiagnosed and under treated in at least 50% of the sufferers, with less than half having even consulted a physician. They had a hard time expressing the severity of their pain to non-sufferers, who often dismissed it as a simple headache.
SOLUTION
To improve consultation Grey Philippines needed to not only show sufferers that we understood their pain, but to also give it legitimacy. We used a highly sensorial and descriptive idea: migraine metaphors. We created a series of posters, each conveying a different metaphor, placed in public areas such as transport terminals and in the hospital itself. By using metaphors, sufferers could recognise we understood them; while non-sufferers could get a sense of the agony of the sufferers' pain in terms they could relate to, thereby reducing stigma.
RESULTS
Since the posters were put up, the hospital has seen a 50% increase in inquiries and consultation regarding migraine resulting in proper diagnosis and treatment.
Client: Baliuag Malasakit Center / Baliuag District Hospital
Agency: Campaigns & Grey Philippines
Country: Philippines
Creative Chairman: Per Pederson
Chief Creative Officer: Eugene Demata
Creative Director / Art Director: Paulo Correa
Illustrator: Paulo Correa
Account Director: Eres Aspi
Agency Producer: Armi Fernandez
Chief Executive Officer: Jose Carlo Consunji
PR & Social Media Director: Ana Ongpin
Client: Enrique Tagle
Agency: Campaigns & Grey Philippines
Country: Philippines
Creative Chairman: Per Pederson
Chief Creative Officer: Eugene Demata
Creative Director / Art Director: Paulo Correa
Illustrator: Paulo Correa
Account Director: Eres Aspi
Agency Producer: Armi Fernandez
Chief Executive Officer: Jose Carlo Consunji
PR & Social Media Director: Ana Ongpin
Client: Enrique Tagle
AWARDS AND ACCOLADES
Campaign Brief Asia THE WORK 2019 - Best in Illustration
Ad Stars - Shortlisted, Best in Illustration
D&AD Adobo Design Awards - Silver, Best in Illustration (Print)
Kidlat Awards - Shortlisted
WORK FEATURE
http://www.campaignbriefasia.com/2018/05/cannes-contenders-campaigns-gr.html
http://greysocial.asia/pain-portraits-by-campaigns-grey-baliwag-malasakit-center/#.WyiRSRIzZT0
