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Consumer health company Haleon, formerly known as GSK, claims that pain's emotional and life impact has grown by nearly 25 per cent in the past decade. The company has launched a campaign #ListenToPain to personalise patients' pain management through a series of practical tools and resources. The campaign was introduced on 28 September which focused on enabling the HCPs to maximise their time with patients and understand their pain experience - providing them with an effective treatment plan. The new data has been obtained through the fifth edition of the Haleon Pain Index (HPI). This social study measured the impact of individuals' everyday lives, their health, their feelings, their emotions, motivations and behaviours. They have spoken to more than 87,000 people around the world since their first edition in 2014 - HPI 1 (The State of Pain), which later progressed over the years from HPI 2 (Impact of Pain) in 2017, then HPI 3 (Managing Pain) in 2018, to HPI 4 (Treatment Journey), and finally HPI 5 (Pain and Inclusivity) in 2023.