Best in Show

1 in 2 women have had their pain ignored or dismissed.
The Gender Pain Gap is a health crisis for women.
To make women’s pain impossible to ignore. We commissioned a Gender Pain Gap report. Through an integrated campaign we shone a light on the scale of the problem and empowered more women to share their experiences. And a new product range highlighted real dismissals women receive.
Also, Nurofen launched a series of industry-first commitments including pioneering gender balance in clinical trials and gender bias training.

582M REACH
650% Increase in POSITIVE brand SENTIMENT
2.3K HCPs engaged on social

 

Judges Comments

The gender health gap is an issue that urgently needs to be addressed. It leads to dangerous misdiagnoses, poor treatment plans, and preventable deaths for women. “See My Pain” not only highlights this important and topical problem, but has also proven what a brand can do to help solve that problem. And, of course, it’s crafted beautifully. It’s the kind of work we should all celebrate and talk about.

Khalid Latif, VML Health & Head Judge 2024

Beyond raising awareness, “See My Pain” drives positive change by showing the industry what good looks like. It’s a great example of a brand leading the way by making their own pledge to eradicate gender bias from their own clinical trials. And all of this delivered with creative flare, craft, and style.

Libby Middlehurst, Iris, Deputy Head Judge 2024