Rethink Pain campaign launches
A bold pain education campaign is hitting towns across Western Victoria and the Limestone Coast this year, designed to shift community attitudes and improve awareness around chronic pain.
Starting in February 2026, the “Rethink Pain” message will be seen across multiple platforms, utilising data and information generated by community participation workshops across Mount Gambier, Millicent, Naracoorte, Ararat, Stawell, Hamilton and Horsham in 2025.
The campaign is the third stage of the four-year Federally funded EQUiPP project - which originated at UniSA and is now part of the new Adelaide University – and targeting seven communities across Western Victoria and the Limestone Coast.
Rethink Pain is designed to roll out in stages over 2026 and, guided by feedback from our co-design participants, pop up in unexpected ways; you may spot a billboard on your way to work, see us pop up on socials, read about us in the local paper or even help host a ReThink Pain event in your own town.
Homebase is our new Rethink Pain website, featuring a wealth of science-backed and evidence-based resources to read and share, whether you’re someone living with chronic pain, supporting a friend or family member, or a health professional in the field.
Renowned pain neuroscientist and Adelaide University Professor Lorimer Moseley AO said the campaign was designed to both dispel common myths but also to give people and their surrounding communities some science-backed and evidence-based ways to prevent and overcome chronic pain.
“Like any health challenge, it takes a community and if we can bring everyone up to speed on modern pain science and care, we can significantly shift the dial on the chronic pain problem,” Professor Moseley said.
“About 20 per cent of people have chronic pain that affects their quality of life, so we all know someone who is in trouble and could do with our support and understanding.
“This is a bold experiment - a world first - to leverage community understanding to reduce the immense burden of chronic pain, its substantial side effects and impacts, on individuals and communities across Western Victoria and the Limestone Coast.”
The success of the campaign relies on your support and here is our call-to-action.
We’d love you to get involved by contacting us at equipp@unisa.org.au to host an event, sharing resources with someone who needs help, or simply spreading the word about Rethink Pain in your community.