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I am part of a team of clinicians, academics and people who live with pain ourselves cycling across the Tees Valley and North Yorkshire with the aim of raising awareness of the Flippin' Pain campaign and raising funds for Pain Concern.

“I’m at my wits' end. Everything hurts. Why me? Why can’t these doctors take my pain away? Why, after all these years, does no one even believe there’s anything wrong with me?” 

Millions of people with persistent pain struggle to find answers to these questions. In fact, 28 million people in the UK live with persistent pain. 

We want to try and correct the prevalent misconceptions and misunderstandings in public beliefs about pain. These are rooted in the outdated, narrow, biomedical view of pain that it is simply caused by tissue injury and won’t go away until the tissue is fixed. These misconceptions act as barriers to good quality, evidence-based care. 

We now understand much better on how and why pain persists and we need to talk about it in every school, community hall and church/place of worship and that is what we are doing. The Flippin’ Pain public health campaign is tackling this head on. 

Our mission is to change the way that people think about, talk about and treat persistent pain. Flippin’ Pain delivers scientific information to the public, packaged in a fun and engaging way to communicate key messages such as “hurt does not always mean injury”. 

Our philosophy is simple. If people understand pain better, they will: 

1) manage it better and worry about it less, and 

2) have better pain literacy, helping them make more informed evidence-based choices  

The campaign not only targets people in pain. but also are keen to introduce a preventative role through education by targeting the friends, families, carers and employers of people with pain helping them to better understand persistent pain.

In May 2023, we are bringing the campaign to the North East of England: Teesside and North Yorkshire. We will be travelling from town to town offering a smorgasbord of community engagement events and delivering pain science education en masse to blast unhelpful myths about pain out of the water and pave the way for better pain management for all. 

In this endeavour, in collaboration with Pain Revolution in Australia, world leaders in public health initiatives for pain, we are partnering up with Pain Concern (https://painconcern.org.uk/).

Pain Concern is a UK charity focused solely on helping people with pain. It aims to raise awareness about pain and improve the provision of pain management services throughout the country. It strives to support people with pain and those who care for them. Central to the services Pain Concern offer is their Pain Support Helpline (help@painconcern.org.uk telephone 0300 123 0789). The helpline offers confidential, anonymous, and free telephone/email services to individuals in the UK. Calls and emails are answered by trained and skilled Helpline volunteers with the aim to support and empower callers. This includes providing callers with the information and tools they need to manage their pain better.

Flippin’ Pain is in awe of the great work they do, and wants to support them just as they support people with pain and their families. To this end, the cyclists on the Flippin’ Pain Peloton tour are raising money for Pain Concern to help them to continue in their vital work.

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