Ad of the Day: Nurofen’s fake medicine pinpoints gender pain gap
Research conducted by the brand showed that half of the women surveyed reported feeling ignored or dismissed by their doctor.
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.
“The second phase of the ‘See My Pain’ campaign cements the Nurofen commitment to help close the gender pain gap. By highlighting the excuses that women get thrown at them time and again to dismiss their pain we are shining a light on the problems women face when seeking treatment,” said Nuria Antoja, marketing director at Nurofen, Reckitt.
“Along with supporting these women through our awareness campaign, we have committed to a number of short- and long-term commitments in research and training for pharmacists and pharmacy teams. We are immensely proud of our See My Pain platform and the work we will be doing together with MWG to continue to fight pain biases so that everyone regardless of age, gender or ethnicity can take control of their pain.”
Additionally, the brand will be working alongside the Guardian over the next three months on a media partnership that will further detail women’s pain stories.
Credits
Creative agency: McCann London
PR agency: Golin
McCann Health London
Client: Nurofen, Reckitt
Media partner: Zenith
Production: Craft London
Nurofen, Reckitt
Marketing director: Nuria Antoja
Category director pain: Catherine Lloyd
Category manager: Rose Gell
Senior brand manager: Eva Karypidou
Senior brand manager: Ivona Dimitrova
Global brand marketing manager: Elif Yavuz
Assistant brand manager: Amelia Western
Senior medical marketing and professional relations manager: Sarah Mainland
Global medical marketing manager analgesics: Connie Hersch
McCann London
Chief creative officer: Rob Doubal, Laurence Thomson
Creative director: Ruth Boulter
Creative directors: William Cottam and James Crosby
Producer: Bebe Kiffin
Head of planning: Lee Ramsay
Planning partner: Jonathan Brown
Planning director: Rebecca Priest
Planner: Jo Costello
Global brand lead: Katie Edwards
Business director: Morgan Lafferty
Senior account manager: Marta Smierciak and Alex Brooks
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
Golin PR
EVP, purpose (risk and reputation): Victoria Brophy
Director, purpose (risk and reputation): Eleanor Riddles
Director, health: Kirsty Gilmour
Senior manager, health: Alex Martin
Manager, health: Vicky Plato
Junior account exec, health: Lydia Goldman
McCann Health London
Executive Creative Director: Guy Swimer
Managing director: Alex Frew
Creative director: Eduardo Boldrini
Account director: Gini Baysheva
Planning Director: Lee Menzies-Pearson
Senior Creative: Gavin Tormey, Lucas Guratti
Senior strategist, social sciences: Helen Moyes
Senior expert strategist: Jodie Sanassy
Account manager: Charlotte Forestier
Senior project manager: Cristina Stan
Business co-ordinator: Ioan Plumtree
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