These two words that women say could lead to a health crisis

"A personal care brand unveiled a series of bright orange-and-white ads across New York City that underscore how women have normalized discomfort. The campaign marks the brand’s first foray into social-first messaging. It comes alongside the results of a March survey it conducted, which found that 85% of women would rather be uncomfortable than inconvenience someone else. Women claiming to be fine is so pervasive that 96% of the 500 respondents reported doing so at least weekly, even when they're not fine."

"The campaign highlights the bigger implications of that small behavior that's so ingrained among women. Founder Katie Sturino says the goal is to talk about how some of the “I'm fine” business affects actual physical health, meaning women don’t want to complain and seem high maintenance to the point where they don’t go to the doctor. “We just suffer through things.”"

"In fact, the survey found that 65% of women have never told their doctor about a recurring body discomfort, because they felt it was too embarrassing or “not serious enough” to mention. While medical gaslighting is also a serious issue many women will encounter, recognizing the learned behavior of dismissing discomfort is an important first step, Sturino says."

"The ad campaign includes a phone number that people can call or text to complain about whatever might be irking them at the moment, be it a body issue or someone else. That's something Sturino says she proudly encourages her 800,000-plus foll"

A personal care brand launched an ad campaign in New York City to address a “comfort tax” where women normalize discomfort and reflexively say they are fine. A survey found that 85% of women would rather be uncomfortable than inconvenience someone else, and 96% reported saying they are fine at least weekly even when they are not. The campaign connects this behavior to physical health outcomes, including reluctance to seek medical care. The survey also found that 65% of women have never told their doctor about recurring body discomfort due to embarrassment or because they felt it was not serious enough. The campaign includes a phone number for people to call or text to voice current complaints.

Read at Fast Company