Nurofen’s research has highlighted the phenomenon in which pain in women is more poorly understood and more mistreated compared to pain in men due to systemic gaps and biases. This is often referred to as the Gender Pain Gap. Half of women surveyed (50%) reported feeling ignored or dismissed by their GP when it came to their pain, compared with just over a third (36%) of men.
The Gender Pain Gap is a critical issue which impacts the everyday lives of women. To launch the campaign we hosted an exclusive event in central London, in honour of International Women’s History Month, to raise further awareness of the stark reality of the Gender Pain Gap. At this event, we directly distributed Nurofen’s Gender Pain Gap Index Report inside a range of imitation medicine products from pill bottles to plaster packs and head pads with labels describing the dismissals women often hear for their pain, such as “it’s all in your head”, or “maybe your stressed”. The imitation products will be featured across a range of advertising assets to draw attention to the issue.
The campaign encompasses a 90” film giving a platform to the voices of six women regarding real healthcare issues including Endometriosis, Migraines, Chronic Fatigue Syndrome, Sciatica, Fibromyalgia and Osteoarthritis.
Additionally, we worked with the Guardian on a media partnership to dive deeper into women’s pain stories. Over a three-month period, nine topics were covered, from understanding what is normal for period pain to how to advocate for yourself.
This campaign launched across OOH, TV, VOD, Digital and Audio.
