"It Doesn't Have to Hurt" Campaign

Pain BC is a proud supporter of an exciting new campaign, funded by the Canadian Institutes of Health Research’s (CIHR) Knowledge to Action operating grant competition. The “It Doesn’t Have to Hurt” campaign is a unique science-media partnership between health researchers (lead by Christine Chambers) and an award-winning online publisher targeted primarily to Canadian mothers, Erica Ehm’s the Yummy Mummy Club (YMC).

Using the Power of Social Media

Parents are key knowledge users of evidence about children’s pain, and more and more are turning to social media for information about child health. YMC has an online monthly reach of over 5 million people and the partnership will capitalize on YMC’s well-established reach and engagement via their website, social media (e.g., Facebook, Twitter), and community network of bloggers, as well as the expertise of the research team.

Poorly managed pain in children is a serious and on-going health problem, resulting in unnecessary suffering and long-term negative effects. Knowledge to action gaps in managing children’s acute and chronic pain are well documented; yet knowledge translation (KT) efforts have primarily targeted health professionals, not parents. The “It Doesn’t Have to Hurt” campaign’s goal is to change this.

Measuring the Campaign Impact

Beginning in September 2015, the “It Doesn’t Have to Hurt” campaign will span a 12-month period of targeted dissemination and discussion of content about children’s pain via blogs, videos, Twitter parties, Facebook polls, and social media images, all posted and promoted on the YMC website and social media. The reach and impact of this campaign will then be studied.

The campaign launch in September with a public forum on the role of social media and science in health using Chambers' current work on children’s pain as an example. The panel includes Christine Chambers, Erica Ehm, Andre Picard (from The Globe and Mail), and a patient representative (Isabel Jordan). The host will be Carol Schadelbauer, a science communication expert from Burness communications in DC. The event will be held in Halifax NS but will be live streamed for online access world-wide.

Check out Christine Chambers on Global TV Halifax talking about the importance of the campaign, check out the It Doesn't Have to Hurt website, and keep an eye on the Pain BC website and newsletter for updates.