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Music was the catalyst that revolutionized the way we cope with pain. It became a revolution driven by a marketing campaign targeting doctors and individuals desperate for relief. We now spend over ten billion dollars annually on narcotic pain treatments. Personally, I went from spending most of my days in bed to being an active mother again. Unfortunately, this addiction to pain pills is costing us millions more. It seems that there is no end in sight for this epidemic. Good evening, I'm Linden MacIntyre, and tonight we will be discussing the hidden epidemic of pain. It is estimated that over six million Canadians and more than 50 million Americans suffer from chronic pain. This constant pain results in billions of dollars lost in productivity and excessive use of painkillers. Moreover, we are now facing the immeasurable costs of a drug addiction epidemic caused by these pain pills. Let us explore the story behind a marketing campaign that transformed our perception of pain and the dangerous consequences of a seemingly miraculous pain pill. Pain used to be a natural part of life, but now it is viewed as a problem to be solved through medication. For severe pain, doctors turned to opioids, powerful drugs derived from opium. The most successful opioid is produced by Purdue Pharma Inc, a company that utilized ingenious marketing strategies to transform a single pain pill into a multi-billion dollar industry. Back in 1997, pain clinics were scarce, and few had heard of this new drug. Tammy d'agneau, an insurance broker and mother from Ontario, was suffering from chronic back pain. Her doctor suggested a slow-release narcotic pill, claiming it was safe and less addictive. In Vancouver, 1997, Purdue showcased its new drug at a chronic pain conference. The company recruited health professionals, including doctors, to spread the positive message...