Nurofen: Gender Pain Gap by McCann London

Pain relief brand Nurofen is tackling the important topic of the gender pain gap with its latest campaign. The series sees imitation medicine products bringing to life what women have heard when expressing their pain to family, friends and healthcare professionals. Some of the bottles read “Maybe it’s your age” and “You’re being dramatic” among other condescending phrases.

To coincide with the mocked-up medicine, Nurofen has also released a 90-second ad that details six women’s struggles with endometriosis, migraines, chronic fatigue syndrome, sciatica, fibromyalgia and osteoarthritis.