It’s a universal truth that people tend to ignore or accommodate everyday pain, hoping it will simply go away. But the reality is that pain has a greater effect on everyday life than people realise.
Melissa Masurel, strategy director at Saatchi & Saatchi, says: “No matter how severe your pain is, it will make you feel different, act different and sound different. And the sound of pain, unearthed by data and research, was a unique and interesting way in.”
Experiencing pain is universal but the experience itself is individual:
- Research shows 4 in 10 people say there are no words to describe their pain.
- But 9 in 10 attribute a sound to describe their pain.
“Pain has a voice. You usually groan quietly or scream out loud depending on the intensity or your threshold. And the drama that accompanies pain is pretty much universal – it’s powerful, emotional and melodramatic … a bit like an opera really. However, unlike opera, no one wants the drama of pain in their life.”
Tom Pinsent, Head of Strategy and Planning at Publicis Lausanne goes on to say: “The issue is, most creative work in the pharma category is incredibly rational and not very engaging – heavily featuring science and 3D graphics of molecules working in muscles and joints. As such, it is often ignored because pain itself isn’t felt rationally.” (Más)
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