An IPG team of McCann London, McCann Health London and Golin have launched a new purpose-led brand platform for Nurofen, ‘See My Pain’, which intends to highlight how women’s pains have been ignored, dismissed and overlooked through medical and societal biases.
The ‘Nurofen Gender Pain Gap Index Report’ describes the ‘gender pain gap’ as something that women experience every day, where women are not taken seriously or deemed ‘emotional’ when it comes to their pain.
Nearly half (48%) of all adults surveyed by the IPG agencies believe there is a ‘gap’ in the identification and treatment of pain between genders. One in four women and one in six men also admitted that upon requesting medical treatment no one took their pain seriously.
According to the study, the existence of the gender pain gap is due to several factors, including a lack of medical research into women’s pains, an absence of training for healthcare professionals on women-specific conditions, and general underlying gender biases in society.
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“The launch of the See My Pain campaign today is a bold strategic choice from Nurofen to commit to helping make a difference in women’s lives, rooted in the painful insight that there is, sadly, a gender pain gap,” Nurofen Reckitt marketing director, Nuria Antoja, said.
“Nurofen’s See My Pain campaign, the Gender Pain Gap Index and Nurofen’s commitments to support closing the gap are just the start of Nurofen’s quest to improve conversations about women’s health. We want to use the brand’s power and recognition to continue pushing for impactful changes, and we welcome other organisations to join us.”
The campaign, which aims to amplify women’s voices and raise awareness, will roll out across earned, owned and paid, led by a Metro cover wrap, Times and Telegraph single pages, as well as digital-out-of-home (DOOH) high impact sites.
McCann London creative director, Ruth Boulter, added: “We are so proud of our continued partnership with Nurofen and the shared ambition of the ‘See My Pain’ campaign, the latest project in our Pain Labs series, which exists as the first step in a journey to improve the lives of women by making their pain more visible in society.
“The commitments they have signed up to, and the women we have already worked with, feels like we are at the beginning of something very big.”
