Curaleaf Clinic - international woman’s day - THE BRIEF
Having worked with Curaleaf, a medical cannabis clinic, for two years, we made significant progress in advertising their services to patients. However, it became evident that there was still considerable stigma associated with this form of alternative therapy, even among potential patients. So in 2024, we expanded our efforts to include a broader social media campaign. Our objective was to integrate medical cannabis into mainstream conversations, aiming to reduce the stigma and help patients access suitable treatments without feeling ashamed.
insight
Despite a growing number of female patients, women make up just 39% of Curaleaf’s patient base, even though medical cannabis is often used to treat conditions that disproportionately affect women. This disparity highlights the 'gender pain gap,' where women's pain is frequently misdiagnosed and mistreated, leading to delayed treatment. With medical cannabis often being one of the last things patients try, it was clear that this phenomenon was affecting women accessing alternative therapies like medical cannabis.
THE SOLUTION - PAINFUL CONVERSATIONS
Introducing: ‘Painful Conversations. Designed to empower women to take control of their chronic pain, this campaign provides tools and confidence for self-advocacy. Curaleaf’s involvement was not just practical but pivotal in sparking widespread social media discussions, equipping women to regain agency over their pain, regardless of the treatment path they choose.
We collaborated with three influential feminist presenters from across the UK: TV personality and self-proclaimed 'voice for women' Ashley James; Capital Radio presenter and entrepreneur Kamilla Rose; and author and psychotherapist Tasha Bailey. These dynamic presenters brought their unique perspectives and passions to the streets, interviewing real women about chronic pain and the gender pain gap. Each interview aimed to shed light on these issues, showing our audience the reality of the problem and, more importantly, how to address it. Our creators shared three pieces of advice for pain management. These were:
Ask Questions, questions and more questions.
2. Find others with similar experiences to talk to
3. Research alternative therapies
Bringing it to life
The brand's role here was to advocate for women with chronic pain, fostering an environment where they felt comfortable discussing their symptoms without fear of dismissal. It was crucial not to push the product, but rather to let the content fulfil its broader purpose. To subtly inform the audience about the brand without detracting from the critical issues being discussed, we used clever brand placements within the microphone and question cards, allowing the audience to know who to turn to for alternative treatments - Curaleaf!
THE results
As a result of the campaign, we successfully brought the gender pain gap to the fore, with 67% of our audience agreeing that ‘the gender pain gap is a real and important conversation’. When it came to reducing the stigma of medical cannabis, we saw further success. 71% of our audience (3.25m people) are now aware of medical cannabis as a safe and legal treatment. On top of that, 69% said they felt confident to explore medical cannabis as a treatment if needed. The lively discussion in the comments section demonstrated the campaign's impact. Women shared their personal experiences, praised the creators for addressing the topic, and expressed frustration that these issues still need to be discussed. The campaign's strong message garnered extensive coverage in mainstream publications such as The Sun, The Mirror, The Daily Star, and Chat magazine, as well as on local radio stations including BBC Radio Leeds and Ulster.