Megababe Launches Campaign to Break the 'I'm Fine' Habit Among Women and Advocate for Health

Women often reflexively say “I’m fine”—even when they’re not. Now, personal care brand Megababe is addressing this ingrained behavior with a bold new ad campaign aimed at encouraging women to advocate for themselves and their health.

On Monday, Megababe unveiled a striking series of bright orange-and-white ads across New York City. The campaign, titled “The Comfort Tax”, shines a light on how women have normalized discomfort in their daily lives. It marks the brand’s first foray into social-first messaging and coincides with findings from a March survey it conducted.

Survey Reveals Widespread ‘I’m Fine’ Culture

The survey, which polled 500 women, found that 85% would rather be uncomfortable than inconvenience someone else. Shockingly, 96% admit to saying “I’m fine” at least weekly—even when they’re not. These statistics, while disheartening, underscore a deeply rooted societal expectation that women should prioritize others’ comfort over their own.

Founder of Megababe Katie Sturino explains why the brand chose to spotlight this behavior:

“We wanted to talk about how some of this ‘I’m fine’ business affects actual physical health, meaning, we don’t want to complain and seem high maintenance to the point where we don’t go to the doctor. We just suffer through things.”

Health Consequences of Dismissing Discomfort

The survey also revealed that 65% of women have never told their doctor about recurring body discomfort, often because they felt it was “too embarrassing” or “not serious enough.” Sturino emphasizes that recognizing this learned behavior is a critical first step in addressing broader issues like medical gaslighting.

Campaign Encourages Women to ‘Go Off’

The “Comfort Tax” campaign includes a dedicated phone number where women can call or text to vent about anything bothering them—whether it’s a body issue or frustration with someone else. Sturino actively encourages her 800,000-plus social media followers to use it regularly.

“I just want women to go off,” Sturino says. “I want to catch you in your moment of feeling frustrated and give you an opportunity to vent where it’s not going to really impact your day-to-day life.”

Much like the ‘pink tax’ debate a decade ago, Megababe hopes the “comfort tax” will spark a broader conversation about the mental and physical toll on women. Sturino adds:

“Women are tired; I think that women are carrying the mental load at home. Certainly they’re not getting support from our government or current administration in any way, shape, or form, so it feels as though things just keep getting pushed onto women.”

Brand Stays Focused on Advocacy, Not Products

Notably, the campaign does not promote Megababe’s growing line of personal care products, which includes a new chafe gel and blister stick for feet. Next month, the brand will debut an anti-fungal product, and this summer, it will introduce additional items. However, the primary goal of this initiative is to drive behavioral change, not sales.