Winner
Calling Time on Heavy and Painful Periods
Summary of work
Heavy and painful periods are widely normalised. Research shows women wait almost two years before seeking medical help and 31% never seek help at all, despite management options being available. Dismissal, stigma and uncertainty about what constitutes a “normal” period have been proven to suppress help-seeking behaviour.
The Period Symptom Checker, developed as part of the wider “Just a Period” campaign, was purpose-built to address this entrenched behavioural delay. This co-created checker provides tailored guidance for those with symptoms serious enough to warrant it, to support shared decision-making and reduce consultation anxiety. Together with a communications plan that drew on a wide range of insights and behaviour change techniques, this intervention was designed to increase capability, strengthen motivation and reduce consultation friction.
In 2025, nearly 70,000 women completed the checker. For 92% of the women who completed the checker, their symptoms were deemed serious enough to receive a personalised GP letter. Post checker survey results found that 6 in 10 respondents had since attended a GP appointment.
This programme demonstrates how embedding behavioural science at the heart of health communications can assist in effecting positive health behaviours.
Judges’ comments
The entry from Stirred and Wellbeing of Women demonstrated actual behaviour change. It exhibited a well-executed, insight-led behaviour change intervention. The programme was tightly focused on a clearly defined audience, women at the start of their journey, and showed a strong understanding of the barriers preventing action. The co-creation approach, involving both HCPs and women, was a clear strength, ensuring the tool was designed to reduce friction and make behaviour change easier. The judges really liked that the entry had included the patient voice.
