Professor Cormac Ryan delves into the transformative power of the Flippin' Pain campaign, a groundbreaking initiative dedicated to revolutionising the way people think, talk, and treat persistent pain. Through the lens of this public health approach, Cormac explores the critical importance of sharing knowledge, empowering communities, and harnessing the power of lived experiences to bridge the gap between specialists and the vast number of individuals living with persistent pain. Discover the six key messages that lie at the heart of this movement and learn how, by challenging misconceptions and reframing the narrative surrounding persistent pain, Flippin Pain is paving the way for a brighter future where recovery is possible, and no one is left to suffer in silence.   Keywords persistent pain, knowledge, Flipping Pain, public health, generalists, biopsychosocial approach, lived experience, communication, recovery, expectations   Takeaways The Flipping Pain initiative aims to boost knowledge and understanding of persistent pain in society. Reaching generalists who interact with patients on a daily basis is crucial for disseminating accurate pain-related knowledge. The campaign focuses on changing the way people think, talk, and treat persistent pain, promoting a biopsychosocial approach. The lived experience of pain is a vital component of the campaign, providing relevant and powerful perspectives. Barriers to spreading accurate pain-related knowledge include competing messages and the need to lift expectations and be more optimistic about recovery. Sound Bites "Flipping pain is about trying to change understanding on a community level, on a public health level about persistent pain." "We need to take the best strategies from marketing and for communication and utilize those in our endeavors to try and communicate a better understanding of persistent pain." "Recovery is possible. That's it, actually how I greet the person coming in." Chapters 00:00Introduction and Overview 01:18The Need to Share Accurate Pain-Related Knowledge 08:13The Six Key Messages of Flipping Pain 18:07Overcoming Barriers to Spreading Accurate Pain-Related Knowledge 21:52Lifting Expectations and Being Optimistic About Recovery 30:35Conclusion and Call to Action   Useful Links Le Pub Website: www.lepubscientifique.com  Become a Le Pub member: https://www.lepubscientifique.com/premium-membership  Contact us: lepubscientifique@gmail.com   Follow us: Twitter: @lepubscientifiq Instagram: @lepubscientifique LinkedIn: @LePubScientifique