Insight

Women are often expected to carry on through pain. Whether it's period pain, endometriosis or a chronic condition, many are told it's "normal", encouraged to push through it, or left waiting years for a diagnosis. Pain that would be taken seriously in other contexts is too often dismissed when experienced by women.

The Idea

Creating a social campaign that makes invisible pain impossible to ignore. Using relatable everyday moments and powerful visual storytelling to highlight the gap between what women experience and how their pain is often dismissed. Encouraging conversation, building empathy and challenging audiences to rethink what they've accepted as "normal."

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