Pain Relief Brand Creates Series Of Fake Products To Highlight Gender Pain Gap

As pain relief brand Nurofen looked into the gender pain gap between men and women, startling facts emerged. Half of the women surveyed reported having felt ignored or dismissed by their doctors, in contrast with just 36% of men.

This issue, which the company dubbed “critical,” is one that has a profound on the daily lives of women all over the globe. That’s why it collaborated with creative agency McCann London to start See My Pain, a campaign highlighting this divide.

Recently, the next phase of the initiative was rolled out, with the duo coming up with a range of imitation drug products that place the spotlight on the dismissive, hurtful words many women have heard when they express pain.

Unfortunately, countless women have had to endure the quips of “you’re being dramatic,” “maybe it’s your age,” or the dreaded “it’s all in your head,” when seeking treatment. To curb this, the effort has pledged to commit to research and training projects for medical professionals.

In addition, McCann London and Nurofen are working with the British newspaper The Guardian to delve deeper into the stories women have experienced. Over three months, nine topics will be featured, giving women insight into how to advocate for themselves more effectively.

Ruth Boulter, Creative Director at McCann London, said that the firm hopes the movement will serve as a platform for women’s “lived experiences, acknowledgment for the times their pain has been dismissed, and as validation that they deserve help and support.”

[via MediaCat and Creative Salon, images via McCann London]