After the pandemic demonised Ibuprofen and people lost trust in Nurofen, we needed to re-establish Nurofen as a leader in pain. We made the bold decision to take on the biggest health crisis of the 21st century: female pain.

Women’s pain has been dismissed for centuries. Gender bias is ingrained in society, with devastating impact. Women experience more pain, more often than men, but their pain is more likely to be ignored and misdiagnosed. 1 in 2 women feel their pain has been dismissed. Women have been gaslit, told it’s all in your head, you’re emotional. This is the Gender Pain Gap. As pain leaders Nurofen had to be part of the solution.

The Award Winning ‘See My Pain’ campaign turned real dismissals into a series of provocative products used as a vehicle to turn doctors into our biggest advocates for change. Placement was key, as well as social, press & tv, we transformed a pharmacy (a symbol of support in communities) into an immersive experience, stocking shelves with our products, inviting HCPs to confront the impact of gender bias. Inside, we shared the painful truth - our Gender Pain Gap report equipping HCPs with the data to recognise the problem.

The transformation has been dramatic. We made an invisible issue impossible to ignore, with over 719 pieces of earned coverage and a 218% increase in mentions of ‘gender pain gap’ on social. 87% of doctors now acknowledge the problem and women who feel their pain is dismissed fell from 56% to 49%. Further proving the brand power of purpose campaigns, there has also been a remarkable uplift for Nurofen, with 650% Increase in positive brand sentiment .

But the work is far from over, See My Pain has been invested into as a 10-year campaign driving real change year on year.