Giant Nurofen packet confronts the gender pain gap

“Man up… Stop faking it… It can’t be that bad….”

These are the real dismissals women have faced when seeking pain treatment.

To make the Gender Pain Gap invisible to ignore any longer, Nurofen unveiled a towering pill packet sculpture in the heart of Newcastle.

The striking 13×22-foot public installation aimed to spotlight the disparity where women’s pain is often dismissed or downplayed due to societal biases.

Over two days, real-life stories of women whose pain had been ignored were projected onto both sides of the giant pill packet, creating a powerful visual statement.

The activation is part of Nurofen’s ongoing ‘See My Pain’ initiative which began in 2022 and aims to bring attention to gender biases in pain management.

Research shows that half of women believe their pain is frequently undermined, often dismissed as exaggeration or imagination.

Marketing manager Mathieu Desbrandes emphasized that the campaign’s goal was to amplify women’s voices and push for much-overdue equality in pain treatment.

The campaign was produced by McCann London in collaboration with IPG’s Momentum Worldwide and Chiswick Scenery.

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