Stomach medication Buscopan has unveiled a digital-first global platform educating consumers on how to treat stomach pain.

Titled ‘We Love Bellies’, the new campaign is rooted in consumer insights that show that 60% of people who suffer from belly pain are mistreating their symptoms.

The brand states traditional painkillers should not be used to treat non-menstrual stomach cramps.

Crafted by Buscopan’s team of medical researchers and creative experts from Craft, MRM Spain and Iconoclast, the marketing drive aims to make medical information accessible.

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Félix Del Valle, chief creative officer at MRM said: “We’ve unapologetically put real bellies front and centre, celebrating their diversity while reframing the conversation around belly pain. By turning medical insights into human stories, we’ve created a campaign that puts belly pain in the spotlight, empowers and connects.”

It highlights that the gut is muscle and stomach pains may be caused by muscle cramps.

The campaign will be rolled out across 15 global markets.

Anna Humiecka, global brand general manager, Buscopan/No-Spa said: “We developed the ‘We Love Bellies’ platform as a comprehensive love letter to our bellies. It uses real bodies and real stories while challenging people to move beyond a one-size-fits-all approach to their health.”

“We want to give bellies a voice in order to educate consumers on how important it is to treat belly pain at the root cause.”