Challenge
Bringing pain education to rural Australia.
Pain Revolution is a not-for-profit initiative working to improve how chronic pain is understood across communities.
Backed by Adelaide University, Pain Revolution runs three key initiatives: Local Pain Educators and Collectives (LPEC), Rural Outreach Tour and Community Pain Champions (CPC), helping bring better pain education to the communities and professionals who need it most.
A bigger purpose needed a larger audience.
Pain Revolution has a clear mission, strong clinical credibility and a lot of passion behind the work. The challenge was making sure that came through in the campaigns – not just as information about a program, but as a stronger expression of the brand, message and personality behind it.
For LPEC, the opportunity was making the value clearer. The program has depth, credibility and a strong point of difference, but the campaign needed to help the right people understand why it mattered. Not by overselling it, but by making the value easier to see: the research behind it, the people involved, the practical role participants could play, and the bigger mission of improving chronic pain education.
A different challenge was presented for the CPC campaign. It was the first time the program had been run, and it was aimed at a broader audience of frontline health and community workers, rather than the degree-qualified clinical audience LPEC was built around. The campaign needed to introduce the program clearly, guide people to the right pathway, and help them understand how to take the next step without creating unnecessary confusion or pressure.
The Rural Outreach Tour added another layer. As Pain Revolution’s primary initiative, the cycling tour needed to feel active, local and immediate across digital channels. The campaign had to show where the team was going, what was happening in each community, and why people should attend, while still connecting the movement and energy of the tour back to the bigger purpose behind Pain Revolution.
The work was not about creating demand from nothing – strong foundations were already in place. Our role was to build on those foundations, further elevate Pain Revolution, and have each initiative in front of a larger, more targeted audience.
Solution
Rebuilding around what mattered most.
We shaped the campaign approach around the role each program and initiative played.
Local Pain Educator and Collectives Program
The focus for the LPEC was on credibility, relevance and value. As the program carried the reputation of Adelaide University and Professor Lorimer Moseley’s research, so the campaign needed to bring those strengths forward.
The strategy highlighted the depth of learning, the quality of the people behind it and the role participants could play in improving chronic pain education across their communities.
Campaign messaging leaned into the research, university backing and the level of training that made the program valuable, while clearer conversion pathways helped reduce friction between interest, eligibility and application.
Rural Outreach Tour
Highly localised campaigns became the focus for the Rural Outreach Tour.
The message was simple: we’re coming to you. Each campaign needed to speak to the specific communities the tour was visiting, driving awareness and RSVPs for local events while giving people a clearer sense of what the tour was, why it mattered, and why they should attend.
Tour content used movement, useful context and human details to make the campaign feel active, specific and true to Pain Revolution. Image carousels, simple updates and video content featuring Professor Lorimer Moseley helped connect each local event back to the bigger mission behind the ride itself.
Community Pain Champions
The CPC campaign was about reaching a new audience, one Pain Revolution had not been active in front of before.
The audience was broader, more community-based and didn’t require a degree-qualified clinical background. Although it was a different audience to LPEC, the campaign still needed to communicate the same core strengths: the learning involved, the quality of educators, and the role of champions in improving chronic pain education within community.
The campaign was shaped around clearer audience targeting, simpler pathways and messaging that helped frontline health and community workers understand the value of the program and where they fit.
Across the campaigns, the work stayed close to the real audience: people already connected to chronic pain care, communities looking for better support, and people who needed a more useful way to understand and talk about pain.
Outcomes
When initiative creates community impact.
The campaigns helped Pain Revolution build on its existing foundations, recruit into its programs and drive RSVPs for Rural Outreach Tour events.
The result was campaigns better matched to Pain Revolution’s work: specific audiences, clearer pathways, stronger RSVP activity for the tour, and closer alignment between the organisation’s purpose and the people ready to carry that work into their communities.
Building year-on-year, two years of campaign support have resulted in:
- 12,800+ ad clicks
- 1.86M+ ad impressions
- 140+ assets created across paid advertising, organic social, email and reusable templates
