On April 26–27, the London Marathon will highlight two kinds of endurance. The stamina of the runners and the resilience of UK women waiting for NHS gynaecological care.
Fold7 and charity Women’s Health Hope will launch the Painathon, a fundraising campaign drawing attention to the 27,000 waiting over a year to see a gynaecologist, with over 260,000 women waiting longer than the NHS’s 18-week target to see a specialist (UK Gov 2025). The campaign draws a parallel between the ‘ultimate endurance test’ of 26 miles, and the wait times faced by women living in constant pain with posters lining the marathon route.
The campaign, by Fold7 creatives Philippa Baines and Dan Burkitt, was inspired by Baines’ personal experience. Each poster presents a real woman in chronic pain, wearing bibs printed not with race numbers, but their own actual NHS wait times. Featured are Evie Lapworth and Nathalie Meagan-Blake, both living with endometriosis and other conditions worsened by delayed care. Evie is a trustee of Women’s Health Hope, while Nathalie is a vocal women’s health advocate. The campaign photography was shot by Georgie Wileman, who also has severe endometriosis.
The goal is to raise £27k, symbolising the 27,000 women in year-long limbo, with proceeds funding support and advocacy through Women’s Health Hope. The UK has the widest gender health gap in the G20 and ranks 12th globally for women’s health. Gynaecology waitlists have tripled since before Covid, now affecting 760,000 women (NHS England).
The campaign urges donations via the Women’s Health Hope’s Just Giving page. Women affected can also join the Painathon by setting up their own fundraiser. As many are unable to run due to their conditions, this offers an alternative way to take part.
Credits:
Client: Women’s Health Hope
Founder & CEO: Monica Thomas
Creative Agency: Fold7
Creatives: Philippa Baines & Dan Burkitt
Creative Directors: James Hudson & Rob Griffiths
Account Director: Lucy Arnold
Producer: Emily Henderson
Designers: Sam Turner-Cox & Inês Segadaes
Artworker: Shnar Songprasert
Photographers: Georgie Wileman & Rebekah Harris
Retouching: Gareth Pritchard
Media: Man From Uncle
