NurofenSee my pain

In 2021, the UK government launched the women’s health strategy, in which it was revealed that female specific healthcare is significantly under researched and underfunded. Nurofen commissioned a series of research with key partners, revealing that 1 in 2 women feel their pain has been ignored or dismissed because of their gender¹.

The implications of these dismissals are significant throughout their life. This clear insight and our belief that we can help drive change, guided our commitments for the See My Pain campaign.

• Specially commissioned, first of its kind research: The Nurofen Gender Pain Gap Index Report,
• A 30” spot running on TV, broadcaster VOD and un-skippable YouTube Trueview, aimed at maximising attention and awareness.
• ‘A Metro cover wrap ran alongside a commuter OOH domination at key rail stations in London and Birmingham.
• Scroll-stopping messages via Meta were used to push women to the See My Pain platform.

• The Pain Issue’, an editorial partnership with The Guardian showcased the research, sparking conversation.
• Co-branded digital takeovers ran in contextually relevant locations on The Guardian homepage revealing the pain dismissals women had received.
• Bespoke podcast editorial was created to drive listeners to a ‘See My Pain’ hub to learn more and share their pain stories.

• AN EARNED REACH OF 582 M REACH:

The earned-led launch of ‘See My Pain’ generated nationwide coverage across major news, health, and lifestyle titles.

Resulted in over 380 pieces of earned media coverage.

The search term ‘Gender Pain Gap’ became the fastest-growing pain-related search term on GoogleTrendsUK.

• 650% INCREASE IN POSITIVE BRAND SENTIMENT:

The campaign, ‘See My Pain,’ led to the highest ever positive brand sentiment for Nurofen: 94% positive sentiment.

Positive brand sentiment increased over six-fold during the course of the campaign.

This was the most engaging Reckitt YT campaign ever in the UK with a 200% higher VTR than benchmarks.