Flippin’ Pain™ public health campaign featured in Versus Arthritis’ Network News

Richard Pell, Campaign Director for Flippin’ Pain, discusses the Formula and how this brand new resource is proving to be of significant interest for people living with chronic pain.

16 December 2020

Flippin’ Pain™ has featured in the Versus Arthritis Professional Network news for December 2020, after having been first featured in September 2020. Campaign Director, Richard Pell, speaks to Versus Arthritis about the new Flippin’ Pain Formula and what it means for both healthcare professionals and patients.


What is the Formula?

The Formula is a collection of resources co-created by health care professionals, pain scientists, communication experts and people living with pain.

Free to access, the Formula includes a series of fun animations, entertaining podcasts, infographics, and short quizzes, structured around Flippin’ Pain’s 6 key campaign messages:

  • Persistent pain is common, and can affect anyone
  • Hurt does not always mean harm
  • Everything matters when it comes to pain
  • Medicines and surgeries are often not the answer
  • Understanding pain is key
  • Recovery is possible


Why is Flippin’ Pain important to healthcare professionals (HCPs) and patients?

Achieving the maximum benefit from learning about pain tends to require a complete change in beliefs and understanding. This is challenging, takes time, and concerted effort.

The Formula is a haven for people where they can engage in learning about pain, feel empowered to take back control and develop the confidence to make informed decisions about the way forward. It’s engaging, accessible, flexible and available 24/7 which is so important in light of the current restrictions on conventional access to services.

Many HCPs have told Versus Arthritis that they struggle to know how best to support people with complex persistent pain and have long waiting lists for specialist services. Flippin’ Pain helps facilitate a shift in patient expectations towards sustainable evidence-based approaches, such as combined physical and psychological therapies and self-management, as opposed to passive higher risk interventions such as medicines and surgeries.


Accurate, evidenced and up to date people-orientated websites are hard to find. Flippin’ Pain™ is one of only a handful I recommend to people with persistent pain. The contributor journeys resonate and provide hope and light at the end of a very lonely tunnel.

Asim Suleman, a GP in Bradford



Read the full articles on the Versus Arthritis website;


December Article – Flippin’ Pain Formula

September Article – Introduction to the Flippin’ Pain Campaign



 Further reading on Flippin’ Pain:

Find out more about Flippin’ Pain

Access the Formula here

About Versus Arthritis

Versus Arthritis was formed in 2018 following a merger of Arthritis Care and Arthritis Research UK. The charity supports people living with arthritis, as well as their family and friends by providing a host of online resources. Topics include treatments, managing symptoms, exercising with arthritis and real-life stories from people with arthritis.

They also have a dedicated network providing resources, guidance, news and videos about MSK conditions for health professionals and students.