#ItDoesntHaveToHurt celebrates first anniversary with special event at Twitter Canada

The CAPHC Office is so excited to be participating in this event. We have been very proud to partner with Dr. Chambers and the #ItDoesntHaveToHurt team. Tune in to the #ItDoesntHaveToHurt Twitter Party on Thursday, September 15th from 9pm-10pm ET! 


The following is a Press Release from the IWK Health Centre in Halifax, Nova Scotia.

#ItDoesntHaveToHurt celebrates first anniversary with special event at Twitter Canada

September 12, 2016

For Immediate Release – Halifax:  On Thursday September 15, 2016 the health community, digital influencers, scientists and parents will gather at Twitter Canada Headquarters in Toronto and online to celebrate the anniversary of #ItDoesntHaveToHurt, a pioneering science-media partnership that puts research about managing children’s pain into the hands of those who need it most, parents. 

#ItDoesntHaveToHurt was created in an effort to bridge the gap between when research is conducted and when it actually reaches those who need it most, parents of children in pain. For Dr. Christine Chambers, a clinical psychologist and Canada Research Chair at the IWK the campaign was imperative to her, not only as a researcher but as a mother as well.  “Shockingly, it takes 17 years for research to reach the public.  That means a whole generation can grow up while good research is slowly being put in to practice,” said Chambers. 

Over the past twelve months Dr. Chambers and her team, have provided research evidence to Ehm & Co who have shared that research with their YummyMummyClub (YMC) readership through blogs, social media posts and compelling video content. The innovative partnership has combined evidence-based information about managing children’s pain with the creative story-telling skills of the YMC writing team.

"Clearly there is a need amongst parents for evidence-based health information. The challenge is to share that knowledge in a relevant, compelling way,” says  Erica Ehm, CEO & Creative Director Ehm & Co. “Based on the great response from parents to our partnership, social media storytelling on platforms like Twitter and YMC needs to play a bigger role in reaching and engaging parents about health information."

“One of the most helpless feelings a father can have is to know your kids are in pain and it's not something that a hug can fix," says Rob MacCormick, a parent panel member. “Being able to find credible information online when it is needed most allows me to be a better advocate for my children.”

Last year’s launch of the social media campaign immediately struck a chord with the public and subsequently has reached over 100 million content views around the world. The activity caught the attention of Twitter Canada, one of the social media platforms being used during the campaign. Twitter Canada not only offered up their headquarters for this year’s celebration but also the use of their Twitter Q&A video app, an application which will allow researchers to answer parents’ questions live during the #ItDoesntHaveToHurt Twitter party. This will be the first time the app, which has been used in the past by Prime Minister Justin Trudeau and athletes such as Penny Oleksiak and Jose Bautista is used to engage with the public about health information.

"We’re pleased to support #ItDoesntHaveToHurt and applaud all involved for harnessing Twitter to connect and communicate about this important topic,” says Jennifer Hollett, Head of News and Government, Twitter Canada.

Parents and the medical community will join online for the #ItDoesntHaveToHurt Twitter Party from 9-10 pm Eastern by following the hashtag. More information about the Twitter Party for parents at:www.yummymummyclub.ca/contests/tweet-itdoesnthavetohurt-to-win-a-250-vis...

#ItDoesntHaveToHurt was funded by a research grant from the Canadian Institutes of Health Research.  Project partners include: Nova Scotia Health Research Foundation, Canadian Association of Paediatric Health Centres, and the Canadian Pain Coalition

About the IWK Health Centre

The IWK Health Centre is the Maritime region's leading health care and research centre dedicated to the well-being of women, children, youth and families. In addition to providing highly specialized and complex care, the IWK provides certain primary care services and is a strong advocate for the health of families. The IWK is a global leader in research and knowledge sharing, and a partner in educating the next generation of health professionals. Visit www.iwk.nshealth.ca for more information.

About Ehm & Co

Ehm & Co is a native advertising/influencer marketing consultancy with a deep understanding and unparalleled expertise in the art of connecting with moms. Expert marketers, digital strategists and creative content creators that build award-winning and effective campaigns for partners that leverage the YMC audience.

About YMC

YMC (YummyMummyClub.ca) is Ehm & Co’s flagship property. More than an award-winning online magazine, YMC is the lens through which Canadian women with kids find inclusive, intelligent, and unfiltered stories and opinions, as well as the little things to help them win the day. For a decade, Erica Ehm and her team have been telling stories and talking with moms wherever they are—on the YMC website and in the social space. 


Media Contacts:

Ben Maycock
IWK Communications & Public Affairs
M: 902-223-7090

Marnie Ivanich
Felicity PR