Rooted in the proverb “seeing is believing,” This Is Pain was born — an unbranded pharma campaign launched with a public exhibition to shine a light on the stories of eight individuals living with chronic pain, including actress and singer Kristin Chenoweth.

After developing the brand, we worked with body painter Trina Merry to create visual interpretations of each patient’s personal experiences with chronic pain. The final artworks were displayed in an exhibition at The World Trade Center Oculus and leveraged on organic and paid social channels.

The exhibition generated traffic to the This Is Pain website where visitors submitted their own chronic pain stories, creating momentum to propel the wider movement forward.

The live experience was supported with a paid media strategy across social that delivered 123.1M impressions and 3,805 opt-ins.

To continue building momentum, we launched a media partnership with the New York Times that resulted in 152,249 page visits. Several of these visits generated additional chronic pain testimonials, which we then leveraged for ongoing organic and paid social media assets.