Christine Chambers*, Dalhousie University and IWK Health Centre, Halifax, Canada Jennifer Parker, IWK Health Centre, Halifax, Canada Emily Fraser, Dalhousie University, Halifax, Canada Justine Dol, IWK Health Centre, Halifax, Canada Katie Birnie, Dalhousie University, Halifax, Canada Line Caes, IWK Health Centre, Halifax, Canada Marsha Campbell-Yeo, IWK Health Centre/Dalhousie University, Halifax, Canada Scott Halperin, Dalhousie University, Halifax, Canada Jennifer Stinson*, Sick Kids Hospital, Toronto, Canada Anna Taddio, University of Toronto, Toronto, Canada Dionne Dougall-Bass, Burness Communications, Washington, United States Miles Sedgwick, Burness Communications, Washington, United States Katelynn Boerner, Dalhousie University, Halifax, Canada Track: Practice Presentation Topic: Public (e-)health, population health technologies, surveillance Presentation Type: Oral presentation Submission Type: Single Presentation Building: Sheraton Maui Resort Room: C - Napili Date: 2014-11-14 11:00 AM – 11:50 AM Last modified: 2014-09-04

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Needle procedures, such as immunizations, and the pain associated with such procedures are frequently cited as among the most feared experiences of children. Considerable and compelling research evidence exists to support a variety of pharmacological, psychological, physical, and combined pain management strategies to significantly reduce procedure-related pain in children. Despite all of the research and clinical practice guidelines, the majority of children undergoing painful medical procedures such as immunization receive no pain relieving interventions. Parents, in particular, are generally unaware of the different pain management strategies they could use with their children. To address this gap, we developed a brief (2 min 17 sec) YouTube Video for parents that summarizes evidence-based strategies for pain management in a fun and entertaining way: http://pediatric-pain.ca/it-doesnt-have-to-hurt. In the video, a cute 4 year old girl tells parents what they should – and shouldn’t – do to help make needles hurt less. The video was posted to YouTube on November 4, 2013 and received more than 26,000 views in the first two weeks and has continued to steadily gain additional views (current count > 37,000). The video was launched through various sources including twitter, facebook, listservs, blog posts, and media outreach. Data from preliminary analysis of video statistics collected by YouTube indicated that the video has been viewed in over 110 countries to date. 71% of viewers were female and 29% were male. The video was primarily watched from desktop (42% of views) and tablet (30% of views) computers. Additional data from a sample of parents who completed an on-line survey after viewing the video will also be presented. These data show strong acceptance of the video and intention to improve pediatric pain management behaviours after watching the video. For example, the sample of 151 parents (88% female; the majority of whom had preschool or school-aged children) who completed the survey to date reported that they liked the video (M rating of 4.1 on a scale from 0 = not at all and 5 = very much; SD = .78), that the video was helpful to them (M= 3.8; SD = 0.82), and that they felt more confident about how they could help their child cope with pain (M = 3.75; SD = 0.9). Moreover, parents reported significant increases in the degree to which they would utilize each of the pain management strategies demonstrated in the video: deep breathing (13% before to 55% after); distraction (67% before to 77% after); and topical aneasthetic cream (18% before to 63% after). The majority of parents (70%) reported that after watching the video they were interested in learning more about how to manage children’s pain from needles and 79% of parents said they planned to share the link with someone else, such as a family member or friend. This presentation will also summarize some of our challenges using social media to share evidence-based information about children’s pain, as well as our plans for additional social media initiatives to further mobilize this knowledge in the future.