Organon
Women’s health company Organon ANZ sought to alleviate the burden of migraines by raising awareness among Australian women about the availability of over-the-counter access to Maxalt® Migraine Relief as a pharmacist-only medicine, without a prescription.
Australian women are twice as likely to suffer from migraines as men, and despite its significant impact, migraine remains underdiagnosed and undertreated.1 This prevents people from accessing available management options like Maxalt® Migraine Relief.
To address this unmet need, We. developed an earned media and social content strategy to amplify Organon ANZ’s “Beat The Migraine Blackout” creative campaign. The media strategy educated Australians about the impact of migraines, their prevalence, and the available management options, and showcased Organon’s commitment to addressing barriers to improve access to medicines that will improve women’s lives.
The media strategy was informed by insights from a survey of over 1,000 Australian women, aged 25 to 50 years old, to understand the social, economic and physical impact of migraine on their lives, and their level of satisfaction with current migraine management options.
The media strategy incorporated real stories of women living with migraine, including Australian netballer and Commonwealth Games Silver Medalist Bianca Chatfield, and expert commentary from Migraine & Headache Australia (MHA), the nation’s leading patient advocacy organisation on migraine.
The media strategy prioritized targeted earned media outreach to traditional media outlets, audio and video news releases, and content shared via Organon ANZ and MHA’s website, newsletter and social channels.
Earned media coverage secured by We. generated:
The impact of the media strategy contributed to Organon ANZ’s “Beat The Migraine Blackout” campaign being recognised by the Australian pharmaceutical and life sciences industry, winning Launch of the Year at the PRIME Awards.
1 Deloitte Access Economics. Migraine in Australia Whitepaper. 2018. Available at
https://www.painaustralia.org.au/static/uploads/files/deloitte-au-economics-migraine-australia-whitepaper-101018-wfsydysdysky.pdf
