14 artists visualise endometriosis pain in a new campaign #painstories

In visualising these stories, AMV BBDO enlisted the talents of 14 artists: Augustine Cerf, Lauren Peters, Nadja Lossgott, Em Cooper, Alicja Pawluczuk, Ellie Pearce, Venus Libido, Jenny Jokela, Dana Robinson, Victoria Villasana, Carine Khalife, Selby Hurst, Lyla Ribot, and Holly Warburton.
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”.
“Women have been putting up with excruciating pain for years. Due to outdated taboos, women’s pain is systematically overlooked, and they are too often dismissed, ignored and misdiagnosed,” says Tanja Grubner, FemCare global marketing and communications director at Essity, creator of Libresse. “By inviting women to share their #painstories we hope to overcome the culture of silence that holds women back – in this case, from proper diagnosis and treatment.”
The campaign, titled #painstories includes a “Pain Dictionary” dedicated to articulating the complex language of endometriosis pain through commissioned artworks visualising real stories from women with the condition. From these stories, Libresse has created “pain words and definitions”, equipping sufferers with a new language to communicate their pain to doctors, as well as aiding those yet undiagnosed with recognising severe pain as a problem and therefore seeking help.