Libresse Visualizes Uterine Discomfort In Striking Art & ‘Pain Dictionary’
Image via Libresse
Libresse has created a campaign to highlight endometriosis and break the silence about the pain that many women go through during menstruation.
The campaign by Abbott Mead Vickers BBDO, #PainStories, tackles the “gender pain gap” by sharing stories and articulating experiences of pain due to endometriosis.
The #PainStories campaign includes the Pain Dictionary, a collection of new words and definitions for pain experienced by people who have had to endure endometriosis. Each definition is brought to life by an artist, who created a “verbal and visual language” for endometriosis pain. Some of the phrases that have been used to describe the discomfort include “like a rabid goat repeatedly jumping on my abdomen” and “like my womb is throwing out tendrils to colonize the rest of my body with its cramping.” The paintings aim to help people recognize and articulate their pain.
The Pain Dictionary is available on the brand’s Instagram Stories, highlighted as an “Insta-book,” with the definitions being illustrated and animated.
The campaign also involves the Pain Museum, a virtual museum and online hub created by PR agency Ketchum that lists the taboos about pain through artwork and features interviews with medical experts. It also shares stories about people who are living with endometriosis. Libresse hopes to expand both its museum and dictionary with more sharings of “pain stories.”
“Women have been putting up with excruciating pain for years. Due to outdated taboos, women’s pain is systematically overlooked, and they are too often dismissed, ignored, and misdiagnosed,” FemCare global marketing & communications director at Essity, Tanja Grubner, said. “We hope to overcome the culture of silence that holds women back–in this case, from proper diagnosis and treatment.”
[via Ad Age, cover image via Libresse]
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