The Brief: Cardiovascular diseases are the cause for 1 in every 3 deaths in women globally. This is largely due to decades of medical bias where women had been excluded from clinical trials. Which has left a twenty year medical gender data gap that is putting millions of women’s lives at risk, this is because women experience heart attacks much differently to men.
To get to the heart of the matter we wanted to raise mass awareness of the severity of this problem in an impactful and innovative way and change how the medical world looks at women’s heart health.
The Concept: We sent one Arabic woman AKA 'Mis[s]diagnosed' under-cover to meet medical professionals across the region; exhibiting the lesser known signs of female heart attacks and recorded the responses through hidden audio and pinhole cameras. We then packaged these responses inside specially designed Awareness Aid kits. We sent these kits to female influencers and 100’s of HCP's across the region. Once unboxed, they could listen to Mi[s]diagnosed tell her and real patient stories and learn about the lesser known signs of women's heart attacks.
They were then encouraged to share these signs to spread mass awareness of these signs and the medical gender data gap. The campaign aired on World Heart Day through influencers and HCP’s sharing the unboxing of the kits and the message inside through their social channels, with social media placements, on-ground HCP events & seminars at teaching hospitals.
The campaign went live across the Gulf region in Kuwait, Bahrain, Egypt, Lebanon, KSA and UAE.
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