In the UK almost 19 million days are taken off for physical health problems. With over 8 million days taken for back pain and 6 million, according to research from Simply Health.

Inspired by its groundbreaking ‘See My Pain’ campaign with Nurofen, which brings to life the often wordless experience of women’s pain, McCann London has launched a Pain Pledge. The pledge is designed to recognise how pain can manifest differently in people and is driven by a collective desire to support employees.

Polly McMorrow, CEO at McCann London, said, “Our agency is built on trust and empathy, and it’s vital that we extend these values to create a workplace that acknowledges the reality of pain, both physical and emotional. Our Pain Pledge is more than just a policy, it’s a promise to our people that we will listen, accommodate, and support them in managing pain without stigma.”

She continued: “No one should feel their pain gets in the way of career progression. An enormous thank you to the Marketing Team at Nurofen for collaborating with us on this; we feel incredibly proud to have built this approach to pain together.”

The Pain Pledge is rooted in the understanding that pain is universal, yet profoundly personal. From chronic conditions to short, acute discomfort, pain manifests differently for everyone. According to research from the British Pain Society, 43% of the UK population experiences chronic pain, which can significantly impact productivity, morale, and overall well-being.

According to Versus Arthritis Musculoskeletal, conditions alone accounted for the loss of 23.4 million working days in 2022, costing businesses billions of pounds in lost work and efficiency​. Yet despite the emotional and economic cost, pain is often misunderstood or underreported, leading to silent suffering within the workforce.

McCann London’s Pain Pledge highlights several key promises that aim to create a more inclusive and understanding environment. Notably, at a time when high-profile brands such as Amazon have hit the headlines for mandating five days a week in an office, McCann London is elevating the inclusion benefits of flexibility.

The Pain Pledge affords employees flexibility in the way they work - whether through core hours so people can start later if they have had a difficult night's sleep or working from home when their menstrual cycle is difficult, or if they have experienced an injury.

The team hopes the framework serves as an inspiration to other businesses and helps to create a culture in which employees don’t feel ashamed for asking for accommodations to help them manage their pain.

Alongside flexibility, the Pledge includes well-being spaces and secluded areas for employees to rest and recover during flare-ups. There will also be taxi home services for sudden onset pain, ensuring employees can leave the office comfortably.

In addition, the company has created comprehensive return-to-work plans and buddy systems for employees recovering from pain-related absences. While access to private medical insurance and fully funded mental and emotional support sessions for employees dealing with chronic pain will provide further support.

The Pain Pledge was unveiled during an intimate breakfast event at McCann London’s offices, hosted by McCann London’s Managing Director, Tommy Smith alongside Jocelyn Major, McCann London’s Strategy Director. The panel, hosted by Creativebrief’s Editorial Director, Nicola Kemp, included Mathieu Desbrandes Marketing Manager at Nurofen, Katie Edwards  Global Business Lead on Reckitt at McCann and Campaign 40 Over 40 Winner and Amy-Jo Fowler,  Senior Communications Manager at McCann Worldgroup.