Objective

Cipla aims to raise awareness and destigmatize epilepsy through an educational campaign aligned with National Epilepsy Day, fostering trust, empathy, and engagement while staying true to their "Caring for Life" ethos.

Insight

People instinctively define others by their challenges, not their triumphs. With epilepsy, we see the seizure, not the person—a moment of vulnerability overshadowing a lifetime of strength. But in reducing someone to their hardest moments, we miss the true story: a tale of resilience, courage, and the everyday heroism of living life on one's own terms.

Creative Concept

The "Tides of Resilience" concept uses the metaphor of the moon and tides to symbolize the public's fear and misconceptions about epilepsy. The rising tides represent this fear, which can obscure the moon—a symbol of the inner strength, resilience, and beauty of individuals living with epilepsy. When the tides are low, the moon shines in full, revealing their true strength and individuality.

The campaign invites us to lower the tide of stigma and look beyond the fear, allowing the resilience of those with epilepsy to be fully seen and celebrated. It’s about shifting focus from fear to understanding, and from vulnerability to strength.