| Title | The Gender Pain Gap -1 |
| Agency |
McCann London
|
| Campaign |
See my pain
|
| Advertiser |
Reckitt
|
| Brand |
Nurofen
|
| Date of First Broadcast/Publication |
2023 / 4
|
| Business Sector | Health & Pharmaceutical Products
|
| Story | London, 11th April 2023: McCann London, award-winning creative agency, has launched the next phase of the See MyPain platform with the UK’s leading pain brand Nurofen, fronted by a campaign featuring a series of imitation medicine products bringing to life what women have heard when expressing their pain to family, friends and healthcare professionals (HCPs). |
| Philosophy | The Gender Pain Gap is a critical issue which impacts the everyday lives of women. To launch the campaign, McCann London hosted an exclusive event in central London, in honour of International Women’s History Month, to raise further awareness of the stark reality of the Gender Pain Gap. At this event, McCann London directly distributed Nurofen’s Gender Pain Gap Index Report inside a range of imitation medicine products from pill bottles to plaster packs and heat pads with labels describing the dismissals women often hear for their pain, such as “it’s all in your head”, or “maybe your stressed”. The imitation products will be featured across a range of advertising assets to draw attention to the issue. |
| Problem | Nurofen’s research has highlighted the phenomenon in which pain in women is more poorly understood and more mistreated compared to pain in men due to systemic gaps and biases. This is often referred to as the Gender Pain Gap. Half of women surveyed (50%) reported feeling ignored or dismissed by their GP when it came to their pain, compared with just over a third (36%) of men.[2] |
| Media Type |
Social Media
|
| Chief Creative Officer |
Rob Doubal
|
| Chief Creative Officer |
Laurence Thomson
|
| Creative Director |
Ruth Boulter
|
| Creative Director |
William Cottam
|
| Creative Director |
James Crosby
|
| Producer |
Bebe Kiffin
|
| Head Of Planning |
Lee Ramsay
|
| Planning Partner |
Jonathan Brown
|
| Planning Director |
Rebecca Priest
|
| Planner |
John Costello
|
| Project Director |
Freya Thompson
|
| Head of Design |
Lisa Carrana
|
| Senior Designer |
Matt Manlove
|
| Senior Designer |
Matt Bryce
|
| Design Director |
Jason Smith
|
| Event Photographer |
Ashley Biack
|
| Executive Creative Director |
Guy Swimer
|
| Creative Director |
Eduardo Boldrini
|
| Senior Creative |
Gavin Tormey
|
| Senior Creative |
Lucas Guratti
|
| Senior Strategist |
Helen Moyes
|
| Senior Expert Strategist |
Jodie Sanassy
|
| Account Manager |
Charlotte Forestier
|
| Senior Project Manager |
Cristina Stan
|
