If you’ve ever seen people rocking purple sunglasses on social media and sharing information about migraine disease, you’ve likely come across Shades for Migraine. So what is Shades for Migraine anyway? And how did it grow into the popular international awareness campaign that it is today? Here, we take a brief look into the humble beginnings of the campaign and goals for the future.

What is Shades for Migraine?

Shades for Migraine (SFM) is a global social media awareness campaign led by the non-profit Association of Migraine Disorders. The goal is to spread migraine awareness and education to reduce stigma.

The campaign offers an opportunity for people to show their support for those living with migraine, while also providing a platform for people to discuss migraine’s true impact.

Every June, Migraine and Headache Awareness Month, SFM encourages people to post a picture wearing sunglasses on social media and use the #ShadesForMigraine.

When did Shades for Migraine start?

In efforts to build upon migraine and headache awareness, the Association of Migraine Disorders (AMD) conceptualised Shades for Migraine in 2017.

With the support of several headache organisations, Shades for Migraine launched on 21 June with the goal of creating a fervid buzz around migraine disease.

Addressing challenges surrounding migraine

Historically, one of the biggest challenges surrounding migraine has simply been a general understanding of the disease.

“So many people do not understand migraine and think it is just a headache that can be solved by taking some ibuprofen,” said Sara Berkowitz, Shades for Migraine Program Manager. “Many people have no idea migraine is a neurological disease with a wide range of symptoms.”

“Many of us, myself included, have witnessed firsthand how people underestimate migraine, and consider it just a headache,” said Alicia Torborg, AMD’s Executive Director. “It impacts careers, family and friendships.”

Shades for Migraine was created, in part, to bring more attention to migraine and provide education along the way.

“By raising awareness, people realize that they are not alone and it provides an opportunity for people to connect with others who have something in common,” said Torborg. “By providing education, it empowers people living with migraine to advocate for themselves.”

How did Shades for Migraine start?

In the wake of several global social media movements focused on various health issues, Dr. Rick Godley, President and founder of AMD, saw a gap and thought migraine disease could be addressed in this way as well.

Understanding the challenges surrounding migraine, Godley hoped to catch some of the momentum that other health conditions were garnering.

Brainstorming began.

“I knew that I wanted to identify a symbol that would be appropriate for migraine, and that would be somewhat practical and inexpensive,” Godley said. “The challenge is that headaches are invisible, and it is hard for those with migraine disease to show the outside world what is happening inside their bodies.”

While other health-focused campaigns had ribbons, sunglasses were chosen as a symbol of migraine awareness.

“Since light sensitivity is integral to this condition, sunglasses seemed like a very appropriate external sign that a person had an invisible disease,” said Godley.

Staying on the light sensitivity theme,  21 June, the longest (or shortest depending on the hemisphere) day of the year, was chosen as Migraine Solidarity Day and Shades for Migraine Day.

“21 June could be associated with either positive or negative connotations but since many people with migraine have light sensitivity, this was potentially the hardest day of the year for many with migraine,” said Godley.

The next step was determining how to engage the general public. Shades for Migraine would challenge people to wear a pair of sunglasses to show their support for people living with migraine.

The tagline, “show you care and wear a pair” was born.

The early years of Shades for Migraine

From idea to action, the first SFM campaign was born and delivered within nine short weeks.

Focused on collaboration and partnership, AMD, along with more than 25 other headache organisations and bloggers, participated in and promoted the campaign. People from several countries joined in to raise migraine awareness.

With a few years under its belt, SFM took off in 2019, when additional mass outreach began. SFM visited Times Square and the Today Show plaza in New York City.

Shades for Migraine outreach and growth

As the campaign matured, participation and interest increased. While SFM was primarily an online social media campaign, AMD recognised the importance of physical presence and honest conversations within communities.

Having so-called “migraine ambassadors” spark conversation about the disease could improve the public’s understanding of migraine.

A “taking it to the streets” mindset was established. Shades for Migraine would prioritise visiting new locations, attending events, and enlisting Community Leaders who were willing and able to spread migraine awareness in their neighbourhoods.

“Over the years, I’ve had so many powerful conversations,” said Torborg. “It fills me with a sense of pride when I can make a difference in someone’s life simply by just talking with and listening to them.”

Some highlights of outreach in the US include spreading migraine awareness at Major League Baseball games, participating in parades, attending festivals, hosting a Shades for Migraine beach celebration in Rhode Island, and handing out thousands of sunglasses while walking the streets of Chicago, Illinois and Boston, Massachusetts.

“One of my best memories from the campaign includes the extraordinary impact we made at the PrideFest in Providence, Rhode Island,” said Kylie Petrarca, AMD’s Director of Education. “It was truly exceptional. We had a continuous line of people throughout the day, all eager to learn more, share their story, and support the campaign.”

Reaching tens of millions of people over the past seven years, Shades for Migraine continues to amplify the voices of those living with migraine. All while spreading knowledge about the disease.

Shades for Migraine looks forward

Now, with a strong foundation, Shades for Migraine looks to build on past success. This includes growing the Community Leader program and establishing relationships with more health-focused organisations around the world.

“I would love to see representation and participation in as many states and countries as possible,” said Berkowitz. “These folks, on the ground in their local communities, are making a difference by holding events and distributing information. They are the faces of migraine.”

With people in more than 40 countries taking part, Shades for Migraine hopes to elevate the movement to new heights – increasing global participation every year.

“It is important to have a global campaign for migraine disease because it affects people of every race, gender, and ethnicity,” said Petrarca. “When people from all corners of the world unite to raise awareness for a debilitating condition like migraine, the collective effort can create an extraordinary impact.”