On April 26–27, in tandem with the London Marathon, Fold7 and charity Women’s Health Hope 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.
Conceived by Fold7 creatives Philippa Baines and Dan Burkitt, and inspired by Philippa’s personal experience, the campaign features posters along the marathon route. Each showcasing real women in chronic pain, wearing bibs printed not with race numbers, but their own actual NHS wait times.
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.
Featured in the photography 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.
Award-winning photographer Georgie Wileman, who also has severe endometriosis, captured the imagery. The campaign extends to social media with customisable Instagram bib stickers encouraging women to share their stories and drive donations via Just Giving.
Monica Thomas, Founder of Women’s Health Hope, said: “This is Women’s Health Hope’s very first fundraising campaign. As a small charity, every penny raised will make a real and lasting difference in helping us drive our mission forward. As someone living with Endometriosis, Adenomyosis, Lichen Sclerosus, and other chronic conditions, I know all too well the pain, exhaustion, and isolation that so many women face – often in silence. These are illnesses that disproportionately, and often exclusively, impact women, yet they continue to be overlooked and underfunded. Through this campaign, we’re not only raising vital funds and awareness, but we’re also sending a clear message to the government: it’s time to take women’s health seriously, and to go further in turning commitments into meaningful change.”
Philly Baines, Creative at Fold7, said: “Women’s Health Hope was a lifeline to me, after getting struck down by a debilitating health condition. I felt totally alone in a vacuum of gynaecological care. But WHH support groups showed me I was in good company and the charity’s mission: to turn pain into power, has helped me make sense of my prognosis. To support such an important charity that helps so many women is a total honour. The team assembled has all been affected by the issue in some way and exemplifies what can happen when we come together and campaign for change. Fold7 has a longstanding history of supporting women’s health charities and this is just the latest example of how creativity and advertising can be a powerful force for good.”
