McCann London Launches 'Pain Pledge' Inspired by See My Pain Platform from Nurofen

In honour of Pain Awareness Month, McCann London has launched its agency Pain Pledge. A purpose-led initiative inspired by their long-standing client Nurofen (Reckitt), dedicated to addressing and supporting employees experiencing pain in the workplace. 

Through their work with Nurofen, McCann London understands that pain is universal, yet profoundly personal. From chronic conditions to short, acute discomfort, pain manifests differently for everyone. According to recent studies, 43% of the UK population experiences chronic pain, which can significantly impact productivity, morale, and overall well-being. Musculoskeletal conditions alone accounted for the loss of 23.4 million working days in 2022, costing businesses billions of pounds in lost work and efficiency​. Despite this, pain is often misunderstood or underreported, leading to silent suffering within the workforce. 

McCann London’s Pain Pledge highlights several key promises that aim to create a more inclusive and understanding environment and serve as an inspiration to other businesses. It underscores the agency’s commitment to recognising these challenges and fostering a supportive culture where employees feel empowered to manage their pain in a way that works best for them and aren’t ashamed of asking for help. 

By encouraging transparency and understanding, McCann London hopes to eliminate the stigma around pain and create a workplace where everyone is empowered to work to the best of their ability, despite their challenges.

The Pain Pledge includes the following assurances:

• Flexibility in work hours and remote work options for those managing pain
• Wellbeing spaces and secluded areas for employees to rest and recover during flare-ups
• Taxi home services for sudden onset pain, ensuring employees can leave the office comfortably
• Comprehensive return-to-work plans and buddy systems for employees recovering from pain-related absences
• Access to Private medical insurance and fully funded mental and emotional support sessions for employees dealing with chronic pain

The Pain Pledge was unveiled during an intimate event at McCann London’s offices, hosted by McCann London’s managing director, Tommy Smith alongside Jocelyn Major, McCann London’s strategy director. The panel discussion was hosted by Creativebrief’s editorial director, Nicola Kemp, welcoming Mathieu Desbrandes (Nurofen's marketing manager), Katie Edwards (McCann’s global business lead on Reckitt and Campaign 40 Over 40 Winner) and Amy-Jo Fowler (McCann Worldgroup’s senior communications manager) to the stage where they discussed their business experiences and perspective, and one lived personal experience. 

McCann London continues to work with long-standing client Nurofen on the 'See My Pain' brand platform, created to shine a light on the everyday dismissals women receive when complaining of pain, with the goal of closing the Gender Pain Gap. 'See My Pain' has recently been shortlisted for an IPA Effectiveness award and shortlisted twice at the Effie UK awards in 'Healthcare, Products & Services' and 'Positive Change, Social Good'.

Polly McMorrow, CEO at McCann London said, “Our agency is built on trust and empathy, and it’s vital that we extend these values to create a workplace that acknowledges the reality of pain, both physical and emotional. Our Pain Pledge is more than just a policy, it’s a promise to our people that we will listen, accommodate, and support them in managing pain without stigma. No one should feel their pain gets in the way of career progression. An enormous thank you to the Marketing Team at Nurofen for supporting us on this; we feel incredibly proud to have built this approach to pain together.”