Curaleaf

Painful Conversations

Despite medical cannabis being a viable treatment for conditions that disproportionately affect women, only 39% of Curaleaf’s patient base is female. This reflects the broader gender pain gap, where women’s pain is often dismissed or misdiagnosed, leading to delayed treatment. 

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Introducing Painful Conversations. This initiative aimed to provide women with the confidence and tools to advocate for themselves and explore medical cannabis as a valid treatment option. At the heart of the campaign was a social-first documentary, designed to give influential women a safe, uncensored space to discuss medical cannabis freely and break the stigma surrounding it.

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Involvement

Creative concept - Art Direction