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The Gender Pain Gap

All Clients & Campaigns

Nurofen’s award winning integrated campaign aimed to shine a light on the ‘Gender Pain Gap’ and get women diagnosed and treated sooner through a data-led TV, OOH print and digital approach.


As part of the campaign (which included a series of industry-first commitments including pioneering gender balance in clinical trials, new research grants and gender bias training in leading pharmacy chains in the UK for 10,000 healthcare professionals) Nurofen launched the Pain Pass, an easy-to-use tool to empower people to have more effective conversations with their healthcare providers.

In order to ensure the tool was available at the point of need, Reckitt and the Nurofen team employed the full force of our national network of leaflet racks. This meant millions of patients had access to the tool before entering a F2F consultation with a healthcare professional.

Nurofen also used our poster network in 2,000 sites which also raised further awareness of the PASS acronym as well as signposted patients to the tool in the waiting room rack.


“We recognised that our campaign needed to be visible in point-of-care environments. Patients needed the tools we had built in places where they were proactively seeking solutions for their health concerns – so GP surgeries were the perfect match. We’re encouraged with the feedback from HCPs and patients and would recommend working with IDS for health awareness campaigns.”

Assistant Brand Manager, Nurofen