Kiss The Badge developed the creative concept and campaign storytelling behind Equal Pain Day.
The central idea was simple but powerful: while the pain riders experience is equal, the recognition often isn’t.
Through a combination of campaign storytelling, strong visuals and digital distribution, the message was translated into content designed to resonate with cycling fans, media and the wider sports community.
The campaign highlighted the shared physical reality of professional cycling and encouraged audiences to reflect on the difference in visibility between male and female riders.
Equal Pain Day generated visibility and conversation around gender equality in cycling, reinforcing the importance of equal recognition for male and female athletes.
By combining a clear message with strong storytelling, the campaign successfully brought attention to an important issue within the sport.
