Epilepsy Action
Reframing everyday moments through the eyes of those with epilepsy
Background
For people living with epilepsy, every day comes with an unspoken question: what if I have a seizure? In that moment, their safety depends entirely on the response from strangers around them.
We set out to replace fear and stigma with empathy and understanding, inspiring the nation to learn what to do and act with confidence when it matters most.
How we got there
During our research, we came across a powerful story of a mother who was afraid to hold her baby in case she had a seizure. That insight became the foundation of our idea, putting audiences in the shoes of someone living with epilepsy.
Everyday moments – in the park, on the train, at work, at home – were reframed through their eyes. Working closely with people with lived experience, we created a campaign grounded in that truth, designed to make the viewer stop, think, and ask: Could they count on you?
The creative platform
Following our Creative Shootout win, our integrated campaign spanned outdoor, social, digital and radio. Through striking visuals and emotionally charged storytelling, each execution captured a moment where someone’s safety depends on the awareness of others, challenging the audience to see epilepsy differently.
Across every channel, we used our platform to dispel harmful myths, educate on what to do, and guide audiences to Epilepsy Action’s two-minute CARE steps, showing how a little knowledge can make a life-saving difference.
PR campaign
To help drive the conversation amongst consumers and drive the key messaging behind the campaign, we commissioned consumer research to unveil the extent of the issue at play. Our research found that one in three Brits admit they would go into ‘flight mode’ if someone had a seizure in public.
More than half (54%) of UK adults say they wouldn’t know what to do if they witnessed an epileptic seizure in public. Moreover, misconceptions about seizures mean many would take harmful steps like putting objects in mouth (22%) or holding someone down (9%). In fact, Brits are more likely to recognise a seizure as attempted suicide and alcohol or drug abuse than as a result of epilepsy
We used the insights gained from the consumer research to push the earned Could I Count on You? Campaign, where we utilised the stats, case study testimony and expert insight from Epilepsy Action to boost public confidence in stepping in to support those with epilepsy.
Impact & results
The PR campaign led to widespread media coverage across broadcast, print and online, with over 90 pieces of coverage secured. That included stand-out online national hits in the Daily Mirror, Daily Express, The Sun, The Independent, alongside BBC London and a host of other BBC and commercial regional broadcast stations. The campaign led to a surge in the public visiting the Epilepsy Action website to learn more information, with hundreds signing up to become ‘Epilepsy Ally’s’ in line with the campaign launching.
