'Can You Feel my Pain?'

''Can You Feel My Pain?' was a Europe-wide initiative coordinated in Ireland by First Medical Communications. Its objective was to give a collective voice to people affected by chronic pain. The campaign was developed in support of a wider initiative communicating the plight of pain sufferers to policy-makers with a view to driving attitude change.

The project used a range of creative tools that included PR, digital media, impactful visuals, advertising and old fashioned face-to-face contact with the public right across the country.

M+C Digital developed a complementary animated video, online banner ads and managed a PPC campaign on Facebook for this campaign.

Kanvas Creative designed an interactive public awareness stand with a built-in AV screen which toured the country. It encouraged engagement with the general public and asked them to consider signing an online Bill of Rights which sought to recognise the problem of unresolved pain and for it to be accepted as a genuine health priority.

The campaign was launched with a creative photocall which asked the public to "Answer Ireland's Call". The launch photo shoot featured Annalisa Flanagan, holder of the Guinness Book of Records world's loudest shout, former Irish rugby international Malcolm O'Kelly and Eimear Kearney, who suffers from chronic pain. The trio came together to 'call' on the Irish public to visit www.chronicpain.ie and sign a petition supporting the rights of Irish people living with chronic pain.

The M+C Group, Pfizer and Chronic Pain Ireland won an award for CYMP in the 'Best Education Project – Pharmaceutical' category at the Irish Healthcare Awards in 2011.