The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
Category
Storytelling
Annual ID
OS_CU21_001G
About the Work
#painstories aims to close the gender pain gap, one story at a time. Endometriosis affects 1 in 10 women but takes on average 8 years to diagnose. Women are often asked “how much does it hurt on a scale of 1-10?” But pain is complex, and subjective: qualitative not quantitative. Data is only as good as the questions it asks, the inputs it’s given. Instead of plotting pain on a graph, we asked endometriosis sufferers how their pain really feels. Using their descriptions, we created The Pain Dictionary, a new visual and verbal language for endometriosis pain, brought to life by artists with endometriosis. Turning qualitative data into a diagnostic tool: to express pain properly to doctors, combat low awareness of the condition, and help those suffering without a diagnosis recognise their pain. The dictionary launched on Instagram, putting it at the heart of endometriosis online communities, where many – in response to a medical research deficit – seek solace and information. As a physical book, we’ve put in the places where it can make the most difference: doctor’s waiting rooms, school nurse offices, and in the hands of influencers. Our extensive qualitative research project, The Pain Report, explores the pain gap worldwide through interviews with experts and patients, identifying key diagnostic barriers by asking the right questions. Whilst The Pain Dictionary foregrounds the subjective experience of people with endometriosis, The Pain Report pushes the needle forwards on a cultural and systemic level: one gives us new language for pain, the other shows us why we so desperately need it. The virtual Pain Museum houses both approaches to qualitative data under one roof: telling the #painstories that need to be told, exploring taboos that fuel the silence around pain, and showcasing interviews with sufferers and medical experts.
2021 Awards
Total Points: 45
Gold Pencil
Credits
Agency
AMV BBDO / London
PR / Marketing Agency
Ketchum / London
Animator
Alicja Pawlukzuc
Augustine Cerf
Carine Khalife
Dana Robinson
Ellie Pearce
Em Cooper
Holly Warburton
Jenny Jokela
Jesse Warby
Lauren Peters
Lyla Ribot
Nadja Lossgott
Selby Hurst Inglefield
Venus Libido
Victoria Villasana
Chief Creative Officer
Alex Grieve
Creative Director
Jim Hilson
Nadja Lossgott
Nicholas Hulley
Toby Allen
Executive Creative Director
Nadja Lossgott
Nicholas Hulley
Producer
Rosie Stipic
Strategist
Beatrice Farmelo
Margaux Revol
Account Handling
Katie Gorrod
Sarah Hore-Lacy
Creative
Augustine Cerf
Lauren Peters
PR
Amber Organ
Georgia Simpson
Victoria Bond
Related Awards
