Essity's Latest Taboo-Busting Campaign, #PainStories, Puts a Spotlight on Endometriosis

Bodyform's parent company tackles the agonizing yet common condition

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

LONDON—Sharp. Shooting. Sickening. Stabbing. Crippling. “Like torture.”

Those are just some of the words women with endometriosis have used to describe the agonizing pain of the disease, which is woefully under-diagnosed and is experienced by an estimated one in 10 women worldwide.

Essity has focused on the sometimes debilitating condition in its latest campaign for its Libresse brand (known as Bodyform in the U.K.)

The #PainStories campaign, from London creative agency AMV BBDO and PR agency Ketchum, will run primarily on Instagram and encourages women to share their own experiences by using the hashtag.

Women’s pain is systematically overlooked… dismissed, ignored and misdiagnosed.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in