The analgesics brand Nurofen launched a campaign in the United Kingdom aimed at raising awareness about the issue of women’s pain being ignored or downplayed by medical professionals. The “See My Pain” campaign, created by McCann London, included several videos featuring stories from real women about how the so-called gender pain gap has affected them. It also featured the launch of fake products representing the dismissals women experience after verbalizing their pain, such as “It’s all in your head,” or “It’s just your age.”

“See My Pain” won gold for Purpose-Led Campaign of the Year among suppliers, vendors and pharmaceutical companies in the Healthcare Marketing Impact Awards 2023.

As part of the campaign, Nurofen published a “gender pain gap report” to illustrate the disparities women face when it comes to receiving treatment for pain. The report found that half of women believe they have had their pain dismissed because of their gender. The company also began offering a training program for pharmacists through its website.

Across the United Kingdom, the campaign was covered more than 380 times by various media outlets, reaching an estimated audience of 583 million people, according to McCann London. Influential health care professionals also posted their support for the campaign on social media.