In 2025, Epilepsy Action partnered with Magpie to deliver a national digital epilepsy awareness campaign designed to challenge stigma, increase empathy, and reach new audiences at scale.
The resulting campaign, If I Told You…, used emotionally driven storytelling and behavioural insight to highlight the lived experiences of people with epilepsy. Within just over one month, the campaign reached more than 1 million new people.
Now, the campaign film has been shortlisted as a finalist in the 2026 Smiley Charity Film Awards in the £2.5 to £5 million category — recognising the power of film to drive social change.
About the epilepsy awareness campaign
If I Told You… was created to address the persistent stigma and misunderstanding faced by people living with epilepsy.
Despite affecting around 1 in 100 people in the UK, epilepsy remains widely misunderstood. Behavioural insight research identified that many misconceptions stem from discomfort, fear of saying the wrong thing, or limited exposure to honest conversations about the condition.
The campaign set out to:
- Challenge stigma surrounding epilepsy
- Encourage empathy through first-person storytelling
- Reach new audiences beyond Epilepsy Action’s existing supporters
- Create emotionally resonant content designed for digital-first engagement
Through a series of short films, people living with epilepsy shared what they wished others understood about their condition. The use of emotional framing encouraged viewers to reflect on their own assumptions and behaviours.
Watch the shortlisted campaign video
Campaign results: reaching 1 million people in one month
The digital campaign demonstrated the power of behaviourally informed storytelling to engage new audiences at scale.
In just over one month, the campaign:
- Reached more than 1 million new people
- Expanded awareness beyond existing charity supporters
- Sparked conversation and reflection around epilepsy stigma
This measurable impact highlights how strategic digital awareness campaigns can help health charities drive reach, relevance, and engagement simultaneously.
You can read more about the full campaign impact here.
Shortlisted for the Smiley Charity Film Awards 2026
In February 2026, If I Told You… was announced as a finalist in the Smiley Charity Film Awards in the £2.5 to £5 million income category.
The campaign sits alongside other purpose-driven organisations creating meaningful social change, including Kinship Carers, Beat, LGBT Foundation, Humanists UK, Safer London, The Pankhurst Trust – Manchester Women’s Aid, Child Bereavement UK and more.
Being shortlisted recognises not only creative excellence, but the effectiveness of film as a tool for empathy, awareness, and behaviour change.
What are the Smiley Charity Film Awards?
The Smiley Charity Film Awards are widely recognised as one of the most prestigious celebrations of charity filmmaking.
Often described as the “Oscars of the charity sector”, the awards celebrate the most effective, creative and inspiring films produced by purpose-led organisations. Their mission is to increase visibility for charitable causes and showcase the power of storytelling in driving fundraising and social impact.
Winners are selected by a panel of more than 40 expert judges spanning arts, culture, charity and business sectors. Films are evaluated on:
- Cinematography
- Script and storytelling
- Emotional impact
- Concept and creativity
In addition to the judged categories, charities can also win the People’s Choice Award through public vote.
How to vote in the People’s Choice Award
Public voting for the People’s Choice Award opens on 25 February 2026 and closes on 23 April 2026.
A public vote could help Epilepsy Action secure up to £10,000 in funding to support their vital work for people living with epilepsy. Each vote also increases visibility for the campaign and continues to raise awareness of epilepsy across the UK.
If you’d like to support the campaign, please vote here.
Why this matters for health and charity campaigns
This project demonstrates how behaviourally informed digital campaigns can help health charities:
- Reduce stigma
- Reach new audiences at scale
- Deliver measurable engagement
- Create emotionally resonant storytelling that drives awareness
By combining behavioural science, lived experience, and creative storytelling, campaigns like If I Told You… show how strategic communication can shift perceptions and inspire empathy.
For charities and public sector organisations seeking to challenge stigma or improve understanding of complex health conditions, this approach offers a powerful blueprint for change.
Planning an awareness campaign?
We work with charities, the NHS and public sector organisations to design behaviour change campaigns that reach new audiences, challenge stigma and deliver measurable impact. From insight and co-production to creative development and digital delivery, we partner closely with our clients to turn bold ideas into meaningful social change.
If you’re looking for an experienced agency to support your next campaign, get in touch.