Chronic pain in the spotlight: Scottish PR campaign hits the mark

The brief 

Flippin’ Pain – the pioneering public health campaign that aims to change how people think about, talk about, and treat chronic pain – enlisted The Tonic Communications to support a series of free-to-attend virtual events across Scotland. 

With around 20% of Scots living with chronic pain, defined as pain lasting more than 12 weeks (much longer than it takes for tissue healing to occur), the campaign set out to deliver meaningful change through accessible, informative, and hopeful events. Delivered in partnership with NHS Scotland and the Scottish Government, the online events featured: 

• World-leading pain science experts 

• Health professionals from across Scotland 

• People with lived experience of chronic pain conditions including fibromyalgia, arthritis and persistent back pain 

The approach 

The Tonic was brought in to handle all media relations for the Scottish campaign, working closely with event speakers and individuals living with chronic pain to ensure their stories were told authentically and powerfully. 

Activity included: 

• Developing emotionally resonant case studies reflecting the lived experience of chronic pain in Scotland 

• Pitching and placing stories across national and regional Scottish media 

• Managing all media activity before and during the events 

• Tailoring outreach to maximise empathy and engagement, striking the right tone for a sensitive health issue 

The goal was to drive meaningful attendance and ensure the voices of those living with chronic pain were heard across Scotland. 

The results 

The Tonic secured high-profile media coverage in leading Scottish press, including the Scottish Daily Express, STV, the Scottish Sun, the Press & Journal and the North Edinburgh News. 

This coverage helped drive over 2,000 attendees across three events — at a cost per mille of just 21p, and a total reach of more than 8.9 million. 

The campaign didn’t just reach people — it changed perspectives: 

• 63% of attendees were ‘more hopeful for their future’ following the events 

• 70% planned to increase their physical activity levels 

• 45% said they would be less likely to take opioid-based medication (which is considered generally ineffective for chronic pain) 

• 94% said they would recommend the Flippin’ Pain™ events to others 

In the client’s words… 

“The Tonic always has their eye on the ball, finding opportunities to not only promote our work, but make a greater impact on a national level. Their focus on human-centered stories has not only helped raise our profile but kept our person-centered values at the core of this work. We’re grateful for the time and attention to detail the Tonic provide every time we work together.”  

– Sam Fielding, Flippin’ Pain