Challenge

Launch Nurofen See My Pain, raising awareness of women’s pain.

The Work

A powerful combination of consumer PR, corporate brand action and HCP engagement to reveal the true extent of the gender pain bias that women experience. The Gender Pain Gap Index quantified the gap and revealed that 56% of women admitted they felt their pain is ignored. The campaign ignited cultural discussion, ongoing follow-up events and creative OOH with agency partners.

Impact

Delivered record-breaking earned coverage with 325 pieces across national, broadcast, trade, consumer health and HCP media.

The largest spike in google searches for ‘Gender Pain Gap’ since 2019 and a 15% increase in positive sentiment for Nurofen brand.