Background

Neuropathic pain is a complex syndrome that affects 10% of the world's population, characterized by various symptoms such as shooting or burning pain, and numbness. As its symptoms are usually accompanied by sleep disorder, anxiety, and depression, neuropathic pain threatens patients' quality of life when left untreated. Early diagnosis is crucial to prevent chronicity and long-term complications. However, in Korea, pain is accepted as a natural phenomenon of aging; it is often misunderstood and regarded as something that should be tolerated, especially if it's mild. Adding to this social stigma, there is lack of domestic education and social consensus on neuropathic pain, which further complicates the already complex disease and emotionally isolates patients, even from their families and friends. Although various treatments are available, many patients are left undiagnosed and untreated. Through music, we aimed to raise awareness of neuropathic pain and highlight the importance of early diagnosis and treatment.

Describe the creative idea

Considering the difficulty of educating both patients and the public due to the complexity and diversity of the disease, we wanted to create an experience that brought the sensation of pain to life. Additionally, based on studies that prove music therapy is an effective treatment of neuropathic pain, we partnered with artists and medical associations to create ambient music that comforts sufferers. We collected various sounds in nature around us that are often missed, each symbolizing aspects of neuropathic pain that are clearly present but cannot be heard directly. Through its spatial characteristics, ambient music creates a sense of space that surrounds the listener and draws them in to engage with the music. Therefore, our creative idea brought together artists and medical associations to create music that not only engages the masses and drives awareness for an important cause, but also comforts patients with neuropathic pain.

Describe the strategy

Through ambient music that conveys the message "listen to pain," we aimed to highlight the importance of “Recognizing”, “Expressing” and “Diagnosing” pain as a disease and enhance awareness of neuropathic pain while also delivering a message of hope for patients. We partnered with Lucid Fall – a Korean singer-songwriter who creates therapeutic music – and the record label Antenna, as well as EnoB, an NGO specialized in musical performances for those in need, and WATCHA Music Publishing Korea, a music distribution company. The Korean Music Therapy Association and Korean Pain Society also participated to ensure the healing and therapeutic elements of the music. With listeners engaging in the music, the campaign not only promoted a conversation, leading to effective disease education, but encouraged different artists and players across the music industry to become partners in raising awareness for this cause and becoming the voice for patients of neuropathic pain.

Describe the execution

Each track of the "Listen to Pain" album — "Listen to your pain", "Express your pain" and "With your eyes open" — highlights the critical steps of Recognizing, Expressing and Diagnosing neuropathic pain. Collecting sounds that are easily overlooked such as the sound of snow falling, moving water, and trees rustling in the wind, the first track, "Listen to your pain", is composed to exemplify the physical and emotional pain of patients, while healing and comforting them with its calm, nature-inspired musical scenery. The second track, "Express your pain", harmonizes various ambient sounds, including electronic, string and percussion instruments, and indirectly implies various symptoms of neuropathic pain. Produced by piano, kalimba and wind sounds, the third track, “With your eyes open”, aims to convey daily life after treatment and is designed for anyone to enjoy its tranquility. All instrumental scores were completed in consultation with the Korean Music Therapy Association.

Describe the outcome

The music tracks were released through 18 streaming services, including global platforms such as YouTube Music and Spotify. Additionally, they were introduced on meditation applications that help increase emotional stability and reduce stress and anxiety among patients. From September 2021 to January 2022, we achieved 19.4M+ media impressions, 396K views on YouTube, and 34.7K+ website visits. Social campaigns generated engagement with 241 influencers, amassing a reach of 1,892,105. Moreover, the overall market for neuropathic pain treatments in Korea underwent a volume growth of 135% as a result, from 213 billion treatments in 2018 to 288 billion in 2021. Pregabalin, which is the ingredient of neuropathic pain treatment, posted a double-digit 3-year Compound Annual Growth Rate (CAGR) of 10.5%. Following the partnership, artists and music distribution agencies insisted that all proceeds generated from the music over the 2 years will be donated to patients, and to perform for patients as well.