Table 1.

Themes and examples of tweets using the #SeePainMoreClearly hashtag or in response to the content produced during the initiative

Theme	Example
Information and Resources	“More than half a million Canadians are living with #dementia, and about 25,000 new cases are diagnosed each year.”
	“@URHealthPsycLab and team are launching a knowledge mobilization campaign on pain in dementia. Watch this 2-minute video to help spread the word and help find solutions. https://t.co/FzyPyEJDLo #IDOP2019 #UNIDOP @UofRAgingCentre #SeePainMoreClearly”
	“Launched by @AGEWELL_NCE, #seepainmoreclearly campaign helps the public and #healthcare community understand the importance of treating pain in those living with #Dementia https://t.co/q7C1emE84Qhttps://t.co/DqsKxd5yQB”
Expressions of Support	“This is brilliant. Well done.”
	“It is my great pleasure to support the @URHealthPsycLab social media campaign to disseminate information about pain in #dementia. Watch their video to help spread the word and find solutions https://t.co/8hWVMDAC0r #SeePainMoreClearly Please consider retweeting. #Alzheimers”
	“A must watch. Look at his face, I can see the #pain. #Alzheimer patients are no different than all patients, they deserve proper pain assessment. #SeePainMoreClearly”
Advocacy for Better Care	“We have to ensure we spread this message #assessment #pain#dementia”
	“People living with dementia should not have to endure chronic pain”
	“Awareness of identifying the signs of pain needs to be a priority for healthcare professionals and carers”
Expressions of Opinion or Commentary	“People with severe #dementia often suffer from #pain in isolation.”
	“Your words will help others w/similar challenges. #pain #seepainmoreclearly”
	“I imagine many will have an ‘unrecognized pain in dementia’ story.”
Personal Experiences	“These evidence-based #pain #assessment & #management strategies could have eased suffering for our parents w/#Alzheimers. #SeePainMoreClearly #caregiving”
	“Having had an incredible grandmother who suffered from dementia for several years, I can personally attest to the impact of under assessment/management of pain in #dementia.”
	“Over the 61 days in ACF ..0.53 days antipsychotics, 30 days epilim , 10 days of multiple benzos but on only 9 days Mum received paracetamol. And even then, Paracetamol was less than recommended geriatric dose #seepainmoreclearly”
Other	“#SeePainMoreClearly”