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I'm a busy mom of 4 young children, as well as a clinical psychologist and Professor of Pediatrics and Psychology based in the Centre for Pediatric Pain Research at the IWK Health Centre and Dalhousie University in Halifax, Nova Scotia, Canada. For 20 years I've, been studying children's pain and I'm passionate about making sure this research makes a real difference in children's lives. So I've been using social media to develop and implement the "It Doesn't Have to Hurt" campaign to mobilize scientific knowledge about children's pain to patients and parents. As examples, we developed a fun 2 min YouTube for parents: https://m.youtube.com/watch?v=KgBwVSYqfps and I've given a TEDx talk on children's pain: https://m.youtube.com/watch?v=ge6RY7L2vVo. I use Facebook and Twitter to share important research discoveries and innovations about children's pain with my growing social network of patients, parents, health professionals, journalists, and many others. I'm confident that the unique relationships and information sharing methods made possible via social media are going to draw awareness to the importance of childhood pain and improve pain assessment and management.