Excedrin’s augmented reality tool simulates migraines

Why would anyone want a migraine? Well, Excedrin is offering the experience to anyone who wants to empathize with migraine-sufferers in the world’s first augmented reality migraine simulator.

According to Excedrin, migraines impact the daily lives of the 36 million sufferers in the U.S., interfering with work, social lives, and relationships.

The Migraine Experience is the first simulator designed to give non-sufferers an opportunity to safely experience symptoms of a migraine including disorientation, aura, sensitivity to light and blurred vision. By using augmented reality, a non-sufferer can experience an everyday scenario while under the effects of a migraine, which can alter what he or she sees.

(Image via Excedrin/YouTube)
(Image via Excedrin/YouTube)

“We created The MigraineExperience to foster a new level of understanding between migraineurs and non-sufferers,” said Scott Yacovino, senior brand manager, U.S. Pain Category. “We’re simulating the symptoms of a migraine – everything but the pain – because experiencing is believing. Using technology to drive human emotion to help migraineurs feel better understood – allowing non-sufferers, for the first time, to see what it’s like to have a migraine.”

Excedrin is one of the first brands to use augmented reality technology to conceptualize a health condition.

Excedrin brought real sufferers involved in different types of relationships with non-sufferers – mother/daughter, girlfriend/boyfriend, co-workers and friends to The Migraine Experience simulator

Each migraine sufferer explained the symptoms they most often experience during an episode, including aura, disorientation, and blurred vision and the symptoms were then replicated for their non-sufferer counterpart using augmented reality technology to alter their experience of everyday life.

According to the company, once the non-sufferer experienced what his or her partner really goes through during a migraine, their increased understanding led to a feeling of empathy and love.

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