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Conversations with chronic pain sufferers told us that years of suffering often led to them feeling defined by their pain - pain had effectively become a core part of their identity.
At the same time, the often invisible nature of chronic pain meant that sufferers sometimes felt judged by others - they felt they appeared lazy or appeared not to contribute.
This led to unwarranted – but intense – feelings of guilt and shame amongst people who were already suffering.
Edge was responsible for the 'I am not my pain' campaign from start-to-finish – developing both the creative and communications strategy, as well as looking after media planning and implementation.
Smart use of print, digital display, social, OLV and search meant that we were present at the relevant parts of the patient journey to encourage chronic pain sufferers to educate themselves around Nevro's spinal cord stimulation technology – and arrange to speak to a healthcare professional about it.
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