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Orange Group has launched its 2025 campaign for World Pain Awareness Month, with a strong call to action for Africans to engage in open conversations about pain management.
The campaign, themed, “Fostering Open Conversations, Empathy, and Holistic Approaches to Pain Management in Africa,” seeks to raise awareness of the challenges associated with pain care, highlight gaps in access to treatment and encourage responsible use of medication.
The initiative, tagged, #TalkPainWithCannonExtra, is being championed through Orange Group’s flagship pain relief brand, Cannon Extra and is expected to run throughout World Pain Awareness Month.
Speaking at the launch, Orange Group’s director of people and communications, Uchenna Ezenna, emphasised that while pain is a shared human experience, access to care remains unequal.
“Pain is universal but access to proper care is not. With this campaign, we aim to raise awareness, promote empathy and create platforms for education. Cannon Extra is supporting this dialogue by providing information and encouraging responsible approaches to pain management,” Ezenna said.
The campaign is designed to engage multiple stakeholders, including healthcare professionals, policymakers, caregivers and individuals experiencing pain. According to the organisers, the discussions will centre not only on medical interventions but also on holistic solutions that include lifestyle adjustments, mental health support and community-based care.
To maximise reach and impact, the campaign will run primarily on digital platforms, leveraging the growing influence of social media. Activities will include expert-led Q&A sessions, detailed infographics, vox-pop videos and collaborations with influencers to break down complex information into easily digestible content.
Weekly fact carousels and user-generated stories will also feature prominently, ensuring that the campaign is interactive and relatable. Organisers said this approach would make the information accessible to diverse audiences, particularly younger Nigerians who spend significant time online.
Orange Group noted that pain awareness remains a global challenge, especially in developing regions where access to quality healthcare and adequate medication is often limited. By focusing on empathy and holistic well-being, the company hopes to contribute meaningfully to closing these gaps in Africa.
The company added that beyond providing relief, Cannon Extra’s role in this campaign is to support public education on pain care, encouraging responsible use of medication while discouraging self-medication and misuse.
“This campaign is about building a culture where people do not suffer in silence but feel empowered to seek help and manage pain responsibly,” the company said.
