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See My Pain

Reckitt - See My Pain Campaign image
CLIENT
Reckitt
BRAND
Nurofen
REGION
Europe & UK
CATEGORY
Creative B2B
Creative Data
Creative Bus Transformation
Health, Glass
SDG + PR (Entrant: Golin)
INDUSTRY
Healthcare/OTC Drugs
DESCRIPTION

Healthcare has a deeply rooted gender problem. Women over-index in all types of pain, yet they’re more likely to have their pain ignored or dismissed by healthcare practitioners. Moreover, almost all pain research is still done on only men, making society’s knowledge of women’s pain woefully incomplete. It’s a phenomenon known as The Gender Pain Gap. Reckitt painkiller brand Nurofen set out to tackle the issue with a commitment to ensure all pain is seen, regardless of gender. The brand commissioned a first-of-its kind Gender Pain Gap Index report. It also launched an integrated campaign bringing women’s real pain stories to the fore and leveraging provocative packaging to raise awareness of the gender pain gap.

AGENCIES
McCann London
Craft London