To coincide with International Epilepsy Day on 26 March 2019, the Fondation FranCaise pour la Recherche sur 'l'Épilepsie (FFRE), which supports research into epilepsy in all its … read moreforms, decided to convey their message in an unexpected and unique way. The Serviceplan France 'Cash Epilepsie' campaign aims to highlight the everyday experiences of people with epilepsy, and launch an appeal for donations.
Epilepsy is a neurological disease that affects more than 600,000 patients in France and 3 million people including caregivers, yet there is little public awareness of thecondition within the general public. The Fondation FranÇaise pour la Recherche sur ‘l’Épilepsie(FFRE) opened a fake pop up shop in Paris for 3 days, selling items which had belonged to people with Epilepsy. To illustrate the everyday reality of this little-understood condition, the boutique pretended to sell second-hand “cut price” objects. More than forty curious shoppers were drawn into the store, surprised to discover that the objects had all been broken or damaged by their previous owners during an epileptic seizure. The potential buyers then learnt the troubling stories behind the objects, such as a coffee table that had been broken when someone had fallen during a seizure and injured herself. The salesperson was then able to raise the “customers” awareness about epilepsy, and explain that due to indifference or stigma about epilepsy, and a lack of funding and donations, they had to use a shocking ploy so that a store like that would never exist in reality. The campaign was designed to highlight the condition of Epilepsy and make it a healthcare priority. The customers became the stars of an original video filmed using a hidden camera, which became the Foundation’s new online campaign: “Cash Epilepsie. Broken lives at cut down prices.”
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