AgencyAbbott Mead Vickers BBDO
Bodyform's latest campaign breaks the silence around women's pain and supports earlier diagnosis of endometriosis, which affects one in 10 women of reproductive age but can take an average of seven-and-a-half years to be diagnosed.
Launched during Endometriosis Awareness Month, #PainStories includes a Pain Dictionary, a collection of new words and definitions for pain that are based on real descriptions from people with endometriosis. The words are illustrated by artists to create a visual language that can help people articulate their pain more clearly and shorten diagnosis delays. The campaign also features a Pain Museum, an online hub created by Ketchum that shares personal stories of endometriosis and interviews with medical experts.
The work will run on social media. It was created by Augustine Cerf and Lauren Peters. Cerf herself has endometriosis and her experiences informed the campaign.