Shades for Migraine is a social media campaign created in 2017 by the Association of Migraine Disorders (AMD) as a way to create a viral buzz around a disease that affects more than 1 billion people worldwide. Annually people living with migraine, their friends, families, and coworkers post pictures on social media wearing sunglasses on (and around) June 21, the longest day of the year. Participants use the hashtag #ShadesForMigraine and challenge others to take part to make the campaign go viral.
Sunglasses are a visual representation of an invisible symptom of migraine called photophobia or extreme sensitivity to light. This program is an opportunity for people to share their connection to migraine disease, in the hopes of spurring more conversation. Shades for Migraine quickly caught on and in 2020, 44 countries participated with over 20 million people reached.
In 2019, the Shades for Migraine team, camera crew included, stormed Times Square, handing out sunglasses, asking people about their migraine experience and educating people. This idea of “Taking it to the Streets,” is planned to expand to multiple cities across the country and perhaps the world, when it is safe enough to do so.
Since 2017, a coalition of more than 50 migraine-related organizations and bloggers have come together to promote Shades For Migraine to make the biggest impact. While they all focus on migraine, headache or pain, each organization offers something unique. Check out our Partners page to see a full list of participating organizations. See how you can help them or how they can help you!