Our workHeadway / ABI Week 2026: their most engaging campaign ever
Every year, Action for Brain Injury Week (ABI Week) gives Headway an opportunity to shine a spotlight on the realities of brain injury and help more people understand its lasting impact.
Following successful collaborations on their 2023 and 2025 campaigns, we were proud to support Headway once again for ABI Week 2026, delivering a campaign that achieved record levels of social engagement.
The power of telling authentic stories
650,000+ combined social reach
43,000 combined social engagement
250,000+ total video views
Helping Headway tackle loneliness after brain injury
Headway is the UK's leading brain injury charity, helping people to rebuild their lives after brain injury through practical advice, rehabilitation and emotional support for survivors, families and carers.
ABI Week plays a crucial role in raising awareness of the charity's work, while giving people affected by brain injury a platform to share their experiences and help others better understand the challenges they face.
Each year, the campaign explores a different, often-overlooked aspect of living with brain injury. In 2026, this focus was on loneliness and isolation, highlighting how the invisible impacts of brain injury can leave people feeling disconnected from the world around them.
We see you
Loneliness and isolation are among the most common consequences of brain injury. Changes to relationships, family life, employment, hobbies and confidence can leave people feeling disconnected from the lives they once knew. Fatigue, memory problems, sensory overload and personality changes can also make even the simplest social interactions feel overwhelming.
Our 'We see you' campaign brought these experiences to life through the honest, deeply personal stories of brain injury survivors and their families. By sharing authentic lived experiences, we gave audiences a powerful insight into how loneliness can quietly fill the spaces once occupied by friendships, work and everyday connections.
A full suite of assets
To help Headway bring the campaign to life, we developed a comprehensive creative toolkit that could be used consistently before and during ABI Week. This included the overarching campaign narrative, visual identity and brand assets, alongside a hero film, three case study films, posters, website assets and a full suite of social media content.
At the heart of every asset were the voices of real brain injury survivors and their families. Their personal stories gave the campaign an authentic, human perspective while shining a light on the positive difference Headway makes to the lives of people affected by brain injury.
The toolkit also helped Headway's UK-wide network to deliver the campaign consistently, while giving local groups the flexibility to personalise and amplify the message for their own communities without losing the impact and integrity of the overall creative.
Headway’s best performing campaign
Our work for ABI Week 2026 delivered Headway's strongest performance so far. The campaign reached more than 650,000 people across social media, surpassing the previous year's total, while engagement more than doubled to almost 43,000 interactions. It also generated a record 10,932 link clicks and more than 265,000 video views, making it Headway's most successful ABI Week campaign ever.
Beyond social media, the campaign also helped raise the profile of brain injury at a national level. Its message was brought directly to Parliament through an All-Party Parliamentary Group for Acquired Brain Injury meeting, where MPs and peers heard first-hand from survivors and carers about the impact of loneliness and isolation following brain injury.
Media coverage also extended the campaign's reach, with survivor and carer case studies featured in regional press. These powerful personal stories reinforced the campaign's central message, helping audiences better understand the realities of life after brain injury while highlighting the vital role Headway plays.
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Colin Morris, Director of Communications for Headway