Cymbalta is a prescription medication that is used for treatment of six different mood- and pain-related conditions, including depression and chronic low back pain. Many patients are prescribed Cymbalta through their primary care physician (PCP) who may or may not take the time to educate and reassure patients about the treatment. Patients have questions, many questions, but are reluctant to reach out to their healthcare team to find the answers. Sometimes, patients need to hear/read the information multiple times before it's understood and PCPs just don't have the time to counsel these patients. Where do they go for information? Often the Internet, but deciphering reliable and reputable sources is also challenging. Cymbalta.ca is the official Canadian product website that has been designed to help new patients understand "what to expect" when starting Cymbalta, which was the number 1 barrier cited in patient market research for treatment initiation and adherence. A core objective of this radio ad was to empathize with new patients and provide a hopeful option to relieve their uncertainties about Cymbalta.