comfort tax – Megababe launches an “I’m fine” campaign in New York, citing survey data that links normalized discomfort with fewer doctor visits.
A pair of casual words—“I’m fine”—may be costing women more than they realize, and one personal care brand is trying to change that habit.
The phrase is widely used reflexively. even when discomfort is present. and Megababe is now pushing back through a new ad campaign intended to encourage women to advocate for their health.. The campaign’s message is built around the idea of a so-called “comfort tax”: the social pressure to downplay pain or irritation so as not to inconvenience others.
On Monday, Megababe rolled out bright orange-and-white advertisements across New York City that spotlight how discomfort can be normalized.. The push is described as the company’s first step into “social-first” messaging. suggesting a strategy aimed at pairing public awareness with interactive engagement rather than relying solely on product promotion.
The campaign follows results from a March survey conducted by the brand.. According to the findings, 85% of women say they would rather sit with discomfort than inconvenience someone else.. Even more strikingly, 96% of 500 respondents reported saying they are “fine” at least weekly despite not necessarily feeling fine.
Megababe founder Katie Sturino said the point is not just to highlight a sad pattern. but to draw attention to what that small behavioral choice can mean for physical health.. In an interview. she argued that the “I’m fine” reflex can keep people from seeking medical care—especially when discomfort persists—because complaining can feel like it risks being labeled high maintenance.
Sturino emphasized that the danger is tied to learned reluctance: women may “just suffer through things” rather than raise concerns with a doctor.. The survey results support that concern. finding that 65% of women have never told their doctor about recurring body discomfort. often because they perceived it as too embarrassing or not serious enough to mention.
The brand also framed the issue alongside broader discussions about how women’s symptoms can be dismissed, noting that “medical gaslighting” is a serious problem many people face. Even so, Sturino said recognizing the habit of dismissing discomfort can be a first step toward breaking the cycle.
To give women a place to speak candidly. the ad campaign includes a phone number that people can call or text to complain about whatever is bothering them in the moment—whether it relates to their body or to someone else.. Sturino said the practice is encouraged through Megababe’s large social following. describing it as a way to vent without letting frustration spill over into everyday life.
The company’s strategy also echoes how other gendered cost concepts—such as the “pink tax” discussed years ago—became widely understood talking points.. Megababe is positioning “comfort tax” as something similarly worth revisiting. with a focus on giving women permission to express needs without judgment.
Sturino tied the campaign to the broader burdens women carry at home. saying many are carrying the mental load while receiving limited support from government or current leadership.. In that framing. the discomfort “push” lands on women repeatedly. making it more likely that they will normalize symptoms and postpone help.
While the campaign aims to shift culture, Megababe says it intentionally does not include product references.. That matters for how the message is received: instead of positioning discomfort as a sales funnel. the ads are designed to start with speech—what women feel and whether they say it—before any direct merchandising.
The company is still expanding its product line in parallel. Megababe has a new chafe gel and a blister stick for feet in the pipeline, and Sturino said that next month the brand will debut an anti-fungal product. This summer, it will also move into a new category focused on overheating.
Megababe’s origin dates to 2017, when it first launched with an anti-chafe stick for thighs.. Sturino said the company’s nearly decade-long history gives it a “perfect” fit for sparking a cultural conversation. pointing to how the brand previously helped destigmatize issues like thigh chafing and boob sweat—problems that many people have historically been told to tolerate silently.
Industry-wise. the commercial logic is clear even as the ads stay product-light: when comfort becomes a topic people feel safe discussing. brands tied to that category can become trusted intermediaries.. If “I’m fine” is a habit that delays care. a company that encourages the language of discomfort could expand demand for solutions while also building brand authority around wellness and advocacy.
The survey results also suggest the message is aiming at social dynamics, not individual weakness. Only about 9% of women in the survey say they prioritize their comfort over anyone else, implying that for most respondents, discomfort is frequently weighed against the perceived impact on others.
Sturino said the campaign’s goal is to encourage other women to stop treating the “I’m fine” reflex as mandatory. and to instead say what they need in order to be truly comfortable.. Her call is straightforward: stop the behavior “for no reason. ” and make it easier for women to speak up when something doesn’t feel right.
comfort tax I’m fine women’s health Megababe campaign medical care stigma personal care brand