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Advil launches ‘pain equity’ campaign to end systemic pain racism. Have they heard of Bud Light?


Reaching for a pill to ease a headache or other pain now comes with a social message thanks to Advil.

The Advil Pain Equity Project launched last fall is now gaining more attention as video ads caused many who saw them to wonder if they were being punked. Advil launched the effort to reportedly address healthcare pain inequity and racial September, adding the Believe My Pain campaign to focus on personal stories that are seen in the video ads.

“The sources of pain bias in the US date back hundreds of years and are deeply rooted in racism,” the campaign’s website says.

“While pain biases are a result of the pervasive nature of medical racism, it’s important to know that countless healthcare professionals, researchers, and advocates have been working tirelessly to foster a more equitable healthcare system,” the site continues.

The campaign site also claims that “From 1845 to 1849, the myth that Black people feel less pain was indoctrinated into health practices.”

“In a recent study, Advil surveyed 2000 Americans about their experiences when seeking pain care and treatment,” the campaign notes. “The results from Black individuals are significant and further justify the need for change.”

Not only did the study find that 93% of black patients said that pain has an impact on their day-to-day lives but 66% “said their pain/condition became worse or stayed the same after a negative experience with a healthcare professional.”

Grants to both Morehouse School of Medicine and BLKHLTH were included in the launch of Advil’s Pain Equity Fund, with plans this year to “develop a pain-equity-focused training for medical students.”

Notably, while the campaign launched a few months back, it seems it is currently reaching many eyes on social media as the popular End Wokeness account on X and others began to share and react to ads.

Many continued to wonder if the images were part of a parody.

As Advil’s initiative becomes more clear, and is seen by more people, the comments on social media have been a mixture of shock and outrage.

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