Cannes Lions

#painstories

AMV BBDO, London / ESSITY / 2021

Digital Proof JPG
Demo Film
Digital Proof JPG

Overview

Entries

Credits

Overview

Execution

The Pain Dictionary is a new visual and verbal language for endometriosis pain, created from real pain descriptions from sufferers. It is our alternative to the outdated 1-10 scale, expressing pain visually in ways numbers never could. Female artists and artists with endometriosis brought to life the verbatim pain descriptions, creating a new rich, expressive visual language world’s apart from a clinical scale. Our custom typeface has little nuggets of biology hidden and expressed in each letter, bringing each word to life. The visceral visuals are an exercise in empathy, designed to make you feel pain on impact. It is a tool both to express and to diagnose pain, helping those without diagnoses to recognise their pain. The dictionary lives where it can have the most impact: on social at the heart of the online endometriosis community, in doctor’s offices, and shared with school nurses, and health and wellness influencers

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