Orange Group, one of West Africa’s leading Fast-Moving Consumer Goods (FMCG) companies, has rolled out its 2025 campaign for World Pain Awareness Month, urging Nigerians to break the silence around pain management.

The campaign, themed “Fostering Open Conversations, Empathy, and Holistic Approaches to Pain Management in Africa,” is designed to open up dialogue on the realities of pain care while addressing the barriers people face in seeking proper treatment.

Tagged #TalkPainWithCannonExtra, the initiative is powered by Cannon Extra, Orange Group’s flagship pain relief brand, and will run across multiple digital platforms throughout World Pain Awareness Month.

Speaking at the unveiling, Orange Group’s Director of People and Communications, Uchenna Ezenna, highlighted the urgent need for more inclusive conversations about pain.

“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,” she said.

The campaign will bring together healthcare professionals, policymakers, caregivers, and everyday Nigerians in an effort to normalise conversations around pain. Organisers explained that the goal is not only to highlight medical solutions but also to explore holistic approaches such as lifestyle changes, mental health care, and community support systems.

Through interactive social media engagements, participants will have access to expert-led Q&A sessions, easy-to-digest infographics, vox-pop clips featuring public opinions, and partnerships with influencers who will help demystify pain-related issues.