Breaking the silence around epilepsy through real stories, emotional insight, and public education.
What would you do if someone you cared about told you they have epilepy? Would you know what to say? Would you feel awkward? Would you quietly avoid the subject? Many people still don’t know how to react, and that silence can be more damaging than you think.
Why We Launched If I Told You…
Epilepsy is one of the most common neurological conditions in the UK, affecting 1 in 100 people – yet it remains shrouded in stigma and misunderstanding. Many people with epilepsy feel they have to hide their condition out of fear of judgment, rejection, or being treated differently at work, in relationships, or by their friends.
That’s why we partnered with Epilepsy Action, the UK’s leading epilepsy charity, to launch ‘If I Told You…‘ – a bold, emotional, and thought-provoking campaign designed to challenge public perceptions, spark conversation, and help people better understand what life with epilepsy is really like.
Watch the campaign video
What is the If I Told You… campaign?
At its core, this campaign is about building empathy and normalising the conversation around epilepsy.
We created a series of short, authentic films following three relatable scenarios:
- Starting a new relationship
- Preparing for a job interview
- Getting ready for a night out with friends
We wanted to give a really intimate, emotive, and real portrait of what it feels like to live with epilepsy in a world that still doesn’t fully understand or want to talk about it. The films demonstrate the weight of having to hide part of yourself. We curated internal monologues from real lived experiences for the scripts which highlight the quiet everyday battles, fears and anxieties people with epilepsy face. We partnered with video production studio Lester Film Co to help us bring the concept to life on screen.”
Rose Mountague, Creative Director
Each story unfolds through a deeply personal internal monologue. As the scenes develop, the viewer senses that something is being held back – until finally, the character reveals: I have epilepsy.
Through research insight, we knew that younger people (18-34) are aware that epilepsy is stigmatised, but often feel unsure about how to respond when someone discloses the condition. This social uncertainty can contribute to the very stigma we’re trying to dismantle.
Saransh Ahuja, Senior Behavioural Strategist
To bridge the gap between awareness and action, each film places viewers in a familiar, emotionally resonant situation like a date, a job interview, or going out with friends before revealing the character has epilepsy. This helps build empathy before any preconceived notions kick in, helping the audience connect with the person, not just the condition. By depicting everyday moments where stigma might unconsciously show up and signposting people towards more supportive responses, we’re helping people mentally rehearse a different way to act. The goal isn’t just to inform but to make people feel confident and equipped to support someone with epilepsy”
The campaign coincides with an ITV Coronation Street storyline featuring Brody, who is diagnosed with epilepsy, navigating the condition as a young man. The narrative was developed with support and guidance from Epilepsy Action to help scriptwriters portray epilepsy and seizures as accurately and sensitively as possible. This collaboration brings even greater visibility and relevance to the campaign’s core message.
Why don’t we talk about epilepsy?
Despite being so common, epilepsy is still rarely discussed openly. In fact, based on a recent survey done by Epilepsy Action with a nationally representative sample of 2000 UK residents, it was found that..:
- 1 in 5 people say they would consider ending a relationship if a partner disclosed epilepsy
- 39% believe people with epilepsy can’t handle responsibilities at work
- 20% of people would feel afraid of seeing a seizure
These misconceptions are not just wrong – they’re harmful. They isolate people and increase feelings of shame and exclusion.
By drawing attention to these realities, If I Told You… asks audiences to examine their own assumptions, reactions, and reflect on their behaviours.
Reaching new audiences through digital storytelling
To truly change the conversation, we knew we had to meet our 18-30 target audience where they are, on the platforms they use every day. That’s why the video ads run across:
- TikTok
- YouTube
- Meta (Facebook & Instagram)
Each ad invites viewers into a familiar scenario, building curiosity and emotional resonance before revealing that the character has epilepsy. By not revealing the condition upfront, we allow viewers to connect with the characters first and then reflect on how they might respond in real life.
This campaign is about creating a connection. We deliberately designed it around relatable moments and platforms that resonate with younger audiences. It’s designed to spark curiosity, build empathy and encourage action, leading viewers to a dedicated landing page with clear, practical advice on how to support a friend, colleague or loved one. We’ve developed a targeted digital strategy to engage younger audiences who may not typically interact with epilepsy awareness content. By meeting people where they are online, we’re helping to shift attitudes and normalise the conversation.”
Emily Wharton, Senior Digital Strategist, Magpie
All ads direct to a dedicated landing page full of practical advice on how to support someone with epilepsy:
- How to support a friend with epilepsy
- How to support a colleague with epilepsy at work
- How to support a partner in a relationship
Watch and share: help change the story
You can watch all the campaign films here.
We’re asking everyone to watch, share, and start conversations with the people around them. Epilepsy is more common than you think – and the way we react when someone opens up can shape how supported, safe, and seen they feel.
Let’s work together to create a world where no one has to hide their epilepsy.