Agenda C partnered with Chronic Pain Australia and strategised and produced a fully integrated campaign for CPA’s annual National Pain Week, consisting of public relations and a digital media campaign to generate and maximise awareness, reach, traffic and engagement for their 2023 National Pain Survey and virtual events.
2023's theme and call to action
Let them know how strong you are
Focused on the idea that chronic pain is an invisible burden that affects over 3.6 million Australians. We asked the chronic pain community to come together and share their #painchangers in chronic pain management.
In 2023, we consciously aimed to indirectly target people living with chronic pain identifying as male to increase male engagement with the National Pain Survey, which would provide a deeper understanding of this cohort’s challenges. As a result, 20% (400) of respondents identified as male, up from 13% in 2022.
Drawing on the real lived experiences faced by the community every day and insights gained from the 2023 National Pain Survey findings, Agenda C developed a series of key messages and creatives that would appeal to all genders. We highlighted social situations reflecting the vicious cycle of chronic pain: the daily invisible burden people living with chronic pain experience, which often results in isolation as they hide or ignore their pain to avoid being judged or patronised in fear of appearing weak.
By raising awareness of trends emerging within the healthcare system based on lived experiences faced by people living with chronic pain, Agenda C continues to position the National Pain Survey as a top-of-mind and reliable source of information reported on by the media, contributing to greater healthcare discussions and work that is underway across the Government, peak bodies and the healthcare industry. Further, increasing CPA spokespeople in the media contributes to the recognisable and reputable voice of Chronic Pain Australia, encouraging and fostering new relationships with key industry players that will assist in the fight for a more sustainable, affordable, and effective healthcare system.
National Pain Week 2023
WHAT WE ACHIEVED
- Gained media coverage on key issues identified by Chronic Pain Australia which raised awareness of the critical issues affecting chronic pain patients based on the National Pain Survey 2023 findings and case studies lived experiences faced when navigating chronic pain management and treatment in Australia – reaching an estimated audience of over 6.7 million people.
Increased the number of National Pain Survey participants by 74% in 2023, with 4% more men responding to the Survey than in 2022.
Developed creative production videos and social media assets for Chronic Pain Australia’s social media channels to promote the National Pain Survey, National Pain Week events (Facebook lives and Webinars) and National Pain Survey results reaching over half a million Australians digitally across META, LinkedIn, Twitter and Reddit and a total of 1,658,459 impressions (paid & organically).
The National Pain Survey ads reached 167,596 people across Meta, Reddit, and Twitter, generating 2,302 clicks to the survey in a short amount of time, only 22 days in the market.
Established Chronic Pain Australia’s presence on a new owned media channel: Reddit. The ads garnered a large number of clicks for the small budget, highlighting that this platform has an impressive engagement.
16 total number of interviews with CPA spokespeople and patients with key media outlets to build their voice and profile as recognisable and reputable to encourage and foster new relationships with key players that will assist in promoting more effective, appropriate, sustainable, high-quality treatment and care for chronic pain patients.
288 total media clips on TV, radio, online and print including syndications positioned the National Pain Survey report as a legitimate and top-of-mind source of information reported by the media, contributing to greater chronic pain discussions and work underway across the Government, peak bodies and the healthcare industry.
Created a painchanger.org.au website portal
2024 Pinnacles Pain Sector Award for Best Consumer Awareness Campaign
