Women throughout history have been taught that periods are meant to be painful. However this notion of just ‘putting up with it’ is one of the reasons why conditions such as endometriosis, although extremely prevalent, can take years to be accurately diagnosed. Indeed, 79% of women admit to not seeking help from a doctor or healthcare professionals, despite worrying symptoms. Bodyform’s #PainStories campaign is hoping to change this by encouraging women to open up more about their pain. The campaign features resources such as a ‘Pain Dictionary’ and an online, interactive hub, 'The Pain Museum', to highlight symptoms and "spotlight the complex and unspoken truths about wombs, vulvas, and periods," says the brand.

Due to a lack of information, women’s pain is often accepted and underacknowledged. Indeed, 51% of women and 52% of men agree that period pain is just something women have to deal with. And as endometriosis has previously been thought of as a ‘White woman’s disease’, this has led to increasing numbers of misdiagnoses and delays in treatment for Black women. The consequences of all this can be devastating, such as unconscious medical and gender bias, as well as a continued lack of funding and an ingrained culture of neglect for reproductive health. By offering support, knowledge, and breaking down the stigma, Bodyform is helping to change cultural perceptions, in turn making women’s experiences more manageable, which could be life-saving.

Jemima Cox is a social scientist, with a background in psychology and over a decade of experience in research and strategic consulting. At Canvas8, she heads up the Social Sciences team, disseminating expertise and acting as a champion for social and ethnographic research..