The phrase that we have chosen to represent our advertising campaign is also an old proverb used in the eighties to motivate workers and other people that had to endure a job where they had to carry out really hard-working tasks that usually needed lots of physical efforts, which most of them were made by men. Since then, this phrase has been used to encourage those who have to make a hard work to obtain a certain gain, for example, it represents the pain of the exercise that has to be faced to get a physical improvement, like we have represented on the video. 

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But we also have used this proverb that gives valour to face and get over the pain to make reference to the aggressivity and violent behaviour that leads men carry out actions of gender violence; not only physical abuse, but the psychological violence. And, finally, in this campaign, we have crossed out the first no to say that if you cause pain in any way to another person, you will never get rewarded for it; you will have no gain, there are other ways to resolve problems than causing pain to your partner.