Nevro launches ‘I am not my pain’ via Edge

22 October 2021

Creative Agency: Edge

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Nevro's first campaign in Australia.

Independent creative agency Edge has launched Nevro’s first campaign in Australia, I am not my pain.

Edge produced the chronic pain awareness and education campaign, working closely with medical technology company Nevrofor Nevro. Its HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS).

The campaign features a series of portraits of chronic pain sufferers who challenge themselves to defy their pain, and refuse to be defined by it. It rolls out on digital and social channels.

Edge conducted the original qualitative research, developed the strategy, creative idea and media strategy, and produced the campaign internally with its in-house production team.

Edge executive planning director Richard Parker says the campaign offers hope to sufferers of chronic pain.

“The real truth that came out of our research is that for the majority of the three million Australians who suffer from chronic pain, the pain is so entwined with their lives that it comes to define who they are,” says Parker.

“For some patients – for whom spinal cord stimulation is suitable – it offers hope that they may be able to reclaim their life.”

Edge ECD Simon Langley says “the power and simplicity” of the campaign will resonate with sufferers.

Nevro Australia marketing manager Hayley Quinn says the campaign has provided insight into the Australian market:

“This has been a great journey for Nevro in the Australian market as we look to provide education and information to reassure chronic pain sufferers that there is hope for living pain-free.”

Client: Nevro Australia
Marketing Manager: Hayley Quinn

Creative and Strategy: Edge
Executive Creative Director – Simon Langley
Creative – Will Bassett, Callum Foot
Design – Waiton Fong, Sophie Millican
Executive Planning Director – Richard Parker
Planning Director – Caitlin Ammann
Executive Director – Account Management – Nicole Gardner
Media Director – Rebecca Leahy
Producer – Rachel Townsend
Director & Stills Photographer – Harry Roth
DOP – Tom Black
1st AC - Gary Morris
Gaffer - Tomas Keyes
Best Boy - Alexander Wilson
HMU - Amber Adams
Sound - Ollie Dibley
Casting - Chicken & Chips
Sound - Smith & Western
Colourist - Alina Birmingham

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