CURALEAF - THE INSIGHT

Despite medical cannabis being a viable treatment for conditions that disproportionately affect women, only 39% of Curaleaf’s patient base is female. This reflects the broader gender pain gap, where women’s pain is often dismissed or misdiagnosed, leading to delayed treatment. As a result, many women turn to influential female-led social accounts for advice when they feel unheard by healthcare professionals. However, conversations around medical cannabis face censorship on social platforms, limiting open discussion and perpetuating stigma around its use as an alternative treatment option.

THE SOLUTION - PAINFUL CONVERSATIONS UNCENSORED

Introducing Painful Conversations. This initiative aimed to provide women with the confidence and tools to advocate for themselves and explore medical cannabis as a valid treatment option. At the heart of the campaign was a social-first documentary, designed to give influential women a safe, uncensored space to discuss medical cannabis freely and break the stigma surrounding it. 

Leading the documentary we chose Stevie Boebi, a bold and influential voice in the chronic pain community. She interviewed two remarkable advocates, Junior and Jameisha, who were both patients at Curaleaf. Their stories highlighted the profound challenges they faced due to the gender pain gap and how medical cannabis had become a vital part of their treatment journey.

The campaign kicked off with a creative, censored teaser video created by Stevie, showcasing the challenges of openly discussing medical cannabis on social media. This video sparked curiosity and directed the audience to Curaleaf’s platform for the full documentary, signaling that they had found a safe space to explore this topic further.

Bringing it to life

In the documentary, Stevie engaged in heartfelt conversations with Junior and Jameisha, diving deep into their experiences with chronic pain, the barriers women and non-binary people face in healthcare, and the challenges posed by censorship surrounding alternative therapies like medical cannabis. Junior shared their transformative journey with Curaleaf’s treatment, while Jameisha courageously spoke about the dismissal she experienced from traditional healthcare providers due to her gender.

The documentary was designed to spread across multiple platforms, ensuring maximum reach. The goal was not only to raise awareness of the gender pain gap but also to empower women to ask the right questions, seek alternative therapies like medical cannabis with confidence, and take charge of their health. To create a warm and open space, we used a soft, warm art direction, dressing the open space with soft furnishings and plants. We asked the talent to bring their passions and hobbies to set, allowing their personalities to shine through and helping the story feel incredibly personally.