Affecting over 460,000 Atlantic Canadians -- with associated costs of almost $7.0 billion per year -- chronic pain is a critical issue throughout the region. Unfortunately, many patients aren't receiving the attention they deserve due to extensive waiting times, ineffective treatment options and an overall lack of resources. Action Atlantic, an advocacy group comprised of patients, health care professionals and other volunteers, was formed to make a difference. And they needed Impact's help.
Generating awareness was only part of the challenge; we had to compel people to actively address the issue with their MLAs. This led to the development of a concise and easy-to-navigate website through which concerned citizens could voice their concerns and show their support for the cause.
From its URL paincantwait.ca to its actual content, the Action Atlantic website was designed to be an efficient messaging tool in the fight against chronic pain throughout the Maritimes. Small-space, front-page newspaper advertisements (called 'earlogs') were implemented to draw traffic to the site, as was a comprehensive public relations intiative. Once there, visitors are presented with compelling statistics, hard facts, survey results and other downloadable information -- all displayed in a clear and simple format to quickly convey the realities of pain treatment in Atlantic Canada. A pull-down menu then allows users to email their MLAs in a few short steps, fulfilling the site's purpose as a convenient and effective means of communication.
