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Nurofen: You're Being Dramatic


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McCann London has launched the next phase of the See My Pain 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). 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. 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 head 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.
Credits Other credits

Agency - McCann London

Head of Planning Lee Ramsay

Planning Director Jonathan Brown

Planning Director Rebecca Priest

Planner Jo Costello

Brand Manager Katie Edwards

Business Director Morgan Lafferty

Account Manager Marta Smierciak

Account Manager Alex Brooks

Project Director Freya Thompson

Design Director Lisa Carrana

Designer Matt Manlove

Designer Matt Bryce

Design Director Jason Smith

Agency - McCann Health London

Managing Director Alex Frew

Account Director Gini Baysheva

Planning Director Lee Menzies-Pearson

Strategist Helen Moyes

Strategist Jodie Sanassy

Account Manager Charlotte Forestier

Project Manager Cristina Stan

Business Affairs Manager Ioan Plumtree

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