This Is Pain is a movement created to end the stigma surrounding chronic pain, courtesy of the non-addictive painkiller Belbuca.

To highlight the launch, we scoured the country for eight chronic pain sufferers and flew them out to New York to tell their stories, including famed actress Kristin Chenoweth. While they elaborated on their pain, the accomplished body painter Trina Merry depicted their experiences on their bodies.

To showcase the series, we created a pop-up art installation outside of the Oculus in Manhattan. The vessels containing the video content mimicked both a spinal column and the Oculus itself.

This Is Pain had three main objectives: to combat the stigma associated with chronic pain, foster advocacy, and encourage definitive action.

By depicting the reality of chronic pain, the artwork gave the condition a visual form and shape in the minds of viewers, with the hope that it would encourage patients and their providers to talk more about their experiences.

Over 4,000 New Yorkers visited the This Is Pain Exhibition from Thursday, December 12th, through Sunday, December 15th. Visitors ranged from commuters to holiday shoppers, and most captured footage while they visited the installation. It achieved 18 pieces of earned media coverage and one million social media impressions.