The Painathon
Fold7
Client: Women’s Health Hope
On marathon day, The Painathon launched. An awareness campaign exposing the 260,000 now waiting way beyond the NHS’s target (18 weeks, 126 agonising days) to be seen by a specialist. Inspired by Fold7 creative Philippa Baines’ painful experience, this personal starting point shaped the tone and authenticity of the work. The campaign launched as OOH across the marathon route, featuring photography of real women living with debilitating conditions. Instead of race numbers, each woman wore a bib emblazoned with her NHS wait time. The goal: raise awareness of the charity and raise money to fund much-needed support groups for women on gynaecological waitlists. Photography by award-winning Georgie Wileman, herself living with endometriosis, brought lived experience to the creative. And the campaign moved seamlessly to social media, where women could print their own bibs, or use digital sticker versions, to drive awareness. Their followers could sponsor their personal marathon under the Painathon banner. With gynaecology waiting lists having tripled since Covid, now impacting 760,000 women, and the UK ranked lowest in the G20 for gender health equality, the campaign shone a critical spotlight on a neglected issue. Fold7’s campaign turned pain into power, using creativity as a force for good, and sent a powerful message: it’s time to take women’s health seriously.