With Valentine’s Day coming up, AbbVie has love on the brain. Ahead of the holiday, the Big Pharma has unveiled a new campaign focusing on how migraines can impact romantic relationships.
“Love in Mind” is designed not only to educate individuals about that emotional toll but also to provide them with tips and strategies for navigating it; both facets are represented on the campaign website, which also features a testimonial from singer Jessie James Decker.
At the heart of the awareness push is a survey that AbbVie commissioned last fall, which asked more than 600 adults with migraine about how their attacks have affected their love lives.
A majority of the survey’s respondents agreed, among several other findings, that it can be difficult to feel present in a romantic relationship during a migraine attack, that their migraines can make them feel like a burden in a romantic relationship and that they struggle to be intimate while having an attack. More than half said they’ve had to cancel or reschedule a date due to a migraine—at an average of eight times in the last year.
Decker’s story on the “Love in Mind” website maps out how her own journey with migraine has intertwined with her relationship with her husband, former NFL star Eric Decker.
She described how she used to struggle through her husband’s football games, despite their migraine-triggering lights and noise, so she wouldn’t miss “special moments.” Meanwhile, she noted, Eric is “incredibly supportive” of her needs during a migraine attack.
After experiencing migraines since she was in middle school—and finally receiving a formal diagnosis in her mid-twenties, following encouragement from her now-husband—Decker said she’s worked with a doctor to better understand her own particular migraine triggers and symptoms, as well as management strategies, all of which are laid out in her “migraine profile” on the campaign site.
“Over the years, I’ve been completely honest with my doctor about how my migraine affects the moments that matter most to me so we can continue to fine-tune my management plan,” Decker said in AbbVie’s campaign launch announcement. “I encourage anyone living with migraine to do the same. While I still live with migraine, with my care plan, I feel I am able to show up best for myself and those I love.”
In addition to encouraging visitors to talk with their own doctors to create migraine management plans that work for them, the campaign site also features tips from licensed therapist and relationship expert Nedra Glover Tawwab for navigating migraine’s impact on romantic relationships.
Though the campaign is unbranded, links on its website to learn more about preventive and acute treatment options for migraine do steer visitors toward the branded sites for AbbVie’s Qulipta and Ubrelvy, respectively.