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Women's Health Hope
Painathon
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- Strategy
- Creative
- Production
- Digital
- OOH
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The context
As runners take on the 26.2 miles of the London Marathon, millions of women across the UK face a different kind of marathon – agonising waits for gynaecological care. Over 27,000 women have been waiting more than a year to see a specialist. For many, the pain is relentless and invisible.
The opportunity
With national focus on endurance and resilience during marathon weekend, Fold7 partnered with Women’s Health Hope to highlight the shocking wait times for gynaecological treatment. The campaign, Painathon, reframes the conversation by drawing a powerful parallel between running 26 miles and enduring years of delayed care.
The idea came from Fold7 Creative Philippa Baines, whose own experience of waiting for care left her isolated and in pain. Inspired by the support she found through Women’s Health Hope, Philippa and creative partner Dan Burkitt developed the concept of the Painathon – a campaign where women’s wait times became their race numbers.
This deeply personal starting point shaped the tone and authenticity of the work. As Philly put it, “To support such an important charity that helps so many women is a total honour.”
The campaign launched across the London Marathon route, featuring striking photography of real women living with chronic conditions like endometriosis and adenomyosis. Instead of traditional race bibs, each woman wore her NHS wait time – some spanning over a year.
Shot by Georgie Wileman, a photographer and endometriosis sufferer herself, the portraits were designed to confront and inform, appearing on OOH sites, social media, and in custom Instagram stickers that encouraged women to share their stories and join the movement.
Participants who can’t run – many of whom are physically unable – were invited to launch their own Painathon fundraisers via JustGiving, creating a wave of collective action during marathon weekend.
Women’s Health Hope is a grassroots charity offering emotional support, community, and advocacy for women living with chronic gynaecological conditions. In a health system where women’s issues are often dismissed or deprioritised, WHH provides a vital lifeline – turning pain into power and amplifying unheard voices in healthcare.
The aim is to raise £27,000 – one pound for every woman who has waited over a year for care.
Donations will help Women’s Health Hope provide urgent support, grow their advocacy work, and campaign for a healthcare system that sees, hears, and treats women properly.
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