Pfizer has launched an ambitious global awareness campaign, The World’s Largest Lost & Found, designed to give visibility to the often-overlooked impact of migraine. Developed with Publicis Health and produced by Harbor, the initiative takes the form of a travelling gallery exhibit that transforms the invisible losses caused by migraine into tangible, personal stories.
Migraine, which affects more than one billion people worldwide, is frequently dismissed as a simple headache. In reality, it is a chronic neurological condition that can leave sufferers debilitated, isolated, and disconnected from their everyday lives.
The exhibit displays objects donated by people living with migraine, each representing a moment or opportunity missed: a boarding pass for a trip never taken, notes for a job interview that could have changed a career, or other symbols of experiences stolen by the condition. Together, these objects narrate a story of profound loss, resilience, and the search for understanding.
At the centre of the campaign is a long-form documentary film highlighting three individuals—from China, Italy, and the United Kingdom—who share their personal journeys. Their testimonies reflect the struggles of millions while also showing paths of strength, community, and recovery.
Pfizer’s campaign is not only about loss—it is also about what can be found. By urging the public to recognise migraine as a serious medical condition and encouraging those affected to seek care, the initiative emphasises that treatment can help reclaim time, opportunities, and human connection.
As the Lost & Found exhibit tours the globe, Pfizer hopes to challenge perceptions, spark empathy, and underscore the urgent need to improve awareness, scientific research, and access to effective treatments.
