Mis[s]diagnosed.
Organon sent an undercover patient to doctors across the region to act out the heart attack symptoms women typically have. Most of them missed the signs, and that finding became the campaign.
- Brand
- Organon
- Agency
- MullenLowe MENA
- Market
- UAE, Saudi Arabia, Kuwait, Bahrain, Lebanon, Egypt
- Region
- MENA
The challenge
Women's heart attack symptoms often differ from men's and are routinely overlooked, partly because women are under-represented in the clinical trials that shape cardiac care. Organon wanted Arab women and the doctors who treat them to know the signs.
The idea
MullenLowe MENA and McCann Health Middle East surveyed 4,000 Arab women, then sent a woman posing as a patient to medical professionals to show the less familiar symptoms. The survey data and her story went into 'Awareness Aid Kits', first aid kits with a built-in audio story and a stethoscope to listen with, sent to influential women, doctors and healthcare professionals. Their unboxing videos fed a #KnowTheSigns influencer and social push, backed by events at teaching hospitals and a call for women to join clinical trials.
Results
- Baseline research found 97.4% of surveyed women did not know the signs and 83% of medical professionals missed them, according to the Shorty Awards entry.
- 28.7 million reach, with 28 million women made aware of the early warning signs, according to the Shorty Awards entry.
- 17% more women showed interest in clinical trials during the campaign month, the entry says.
- The entry puts the campaign cost at $60,000.
Case study source: The Shorty Awards Source ↗
Awards
- Cannes Lions 2024Pharma – B03 DISEASE AWARENESS & UNDERSTANDING: DIRECT TO PATIENT OR HEALTHCARE PROFESSIONALBronze
- Shorty Awards 2024 Winner (Pharma & Healthcare)
- Shorty Awards 2024 Silver Honor (Public Service Announcement)
Credits
- Creative agency
- MullenLowe MENA
- Additional company
- McCann Health Middle East
- Production
- Indi Studios
- Post-production
- Sounds Great
- Additional company
- Fairmont Printing Press Services
- Chief Creative Officer, MullenLowe MENA
- Paul Banham
- Executive Creative Director, MullenLowe MENA
- Oliver Robinson
- Creative Director, MullenLowe MENA
- Thomas Young
- Creative Director, MullenLowe MENA
- Prerna Mehra
- Copywriter, MullenLowe MENA
- Johan Granados
- Art Director, MullenLowe MENA
- Maricel Sorenti
- Motion Graphic Designer, MullenLowe MENA
- Zahid Gill
- Videographer, MullenLowe MENA
- Khalid Sayed
- Head of Operations, MullenLowe MENA
- Mounir Mohamad
- Regional Managing Director, McCann Health Middle East
- Karen Kamel
- Regional Business Director, McCann Health Middle East
- Nael Basily
- Senior Account Director, McCann Health Middle East
- Aashok Karotia
- Account Manager, McCann Health Middle East
- Abdul Fathah
- Senior Graphic Designer, McCann Health Middle East
- Roshin Nambola
- Medical Manager, McCann Health Middle East
- Richa Kavalekar
- Principal Medical Writer, McCann Health Middle East
- Yasmin Mitwally
- Medical Writer, McCann Health Middle East
- Menna Emad
- Executive Producer, Indi Studios
- Brence Dsa
- Sound Design, Sounds Great
- Chris Asia
- Sound Design, Sounds Great
- Moheb Iskander
- Head of Product Design, Fairmont Printing Press Services
- Mohamed Farhat
