How Bodyform is bringing the ‘gender pain gap’ to life with new language for women Bodyform has already explored the unseen, unspoken, unknown stories of periods, vulvas and wombs through its ‘Womb Stories’ work. Now, the brand is back at it again with another taboo-busting campaign. Today we talk to the creative women behind ‘Pain Stories’, which highlights the ‘gender pain gap’ and supports earlier diagnosis for the relatively known condition of endometriosis.
Having banished blue liquid in favour of bright red menstrual blood and covered off everything from IVF to nipple hairs with its more recent ‘Womb Stories’ campaign – which revealed the physical experiences of women everywhere – Bodyform is back to bust more taboos with ‘Pain Stories’.
14 artists visualise endometriosis pain in a new campaign #painstories
The artworks were commissioned by AMV BBDO and form a Pain Dictionary, providing sufferers a way to better vocalise their complex pain.
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Despite estimations that one in ten women suffers from endometriosis, a condition that causes pain in your lower tummy or back, severe period pain and pain during or after sex, it currently takes an average of seven and a half years to be diagnosed. This is largely due to perceptions that pain related to periods is to be expected or is “normal”. A new campaign by AMV BBDO for feminine care brand Libresse aims to tackle this issue, supporting earlier diagnosis while highlighting the “gender pain gap”.
Creative 317 Add to collection
AMV BBDO and Ketchum’s latest activations for the feminine health brand, the Pain Dictionary and Pain Museum, highlight the reality of endometriosis and support earlier diagnosis
Essity, creator of Libresse, Bodyform, Nana, Nuvenia, Nosotras and Saba, launches its latest taboo-busting activation, #painstories, exploring the true extent of the pain women endure and inviting them to share their stories. #Painstories has been created to tackle the gender pain gap one story at a time and offer a new way to express and articulate pain, with a focus on endometriosis, via a newly launched Pain Dictionary. The launch will also see the world’s first Pain Museum created to educate and engage society on the extent to which this pain is overlooked, underfunded and often ignored. It shows how working together we can help close the gender pain gap once and for all.