Problem & Impact - Clinically important research findings take an average of 17 years to translate into widespread healthcare practice, often not happening at all [1] - This delay is a source of frustration, especially concerning vulnerable populations like older adults with dementia who may not live long enough to benefit from current solutions [2] - Up to 80% of older adults with dementia suffer from pain, which is often under-recognized, under-detected, and under-treated due to communication difficulties [3] - Undertreated pain in dementia patients can lead to challenging responsive behaviors, often misattributed to psychiatric causes and treated with psychotropic medication, which can hasten death [5][6] - The aging population will exacerbate the problem, with projections indicating that 20% of the Canadian population is currently 65 years or older, and this will increase to one in four within 45 years [11] - This demographic shift will lead to an increase in dementia cases, with projections of 17 million Canadians and 127 million Americans living with dementia in 25 years [12] Proposed Solution & Results - Systematic observation and recording of specific pain behaviors can improve pain recognition and evaluation in dementia patients [7] - Frequent pain assessment improves quality of care, quality of life, and reduces stress for nursing staff [8] - Traditional methods of disseminating research findings (seminars, webinars, brochures) are not very effective in changing clinical practices and patient outcomes [9][10] - Social media campaigns, inspired by examples like Christine Chambers' pediatric pain management campaign (100 million impressions, 150,000 YouTube views), can increase public awareness and potentially impact policy [16][17] - A social media campaign focused on pain in dementia achieved 55 million impressions and 50,000 YouTube views in five months, doubling the conversation about pain and dementia on Twitter [21][23] - While social media doesn't completely solve the problem, it positions researchers to narrow the 17-year gap by reaching millions of people and facilitating interaction [29]