Our 'Awareness Aid Kits' were direct mail packs that were a clever twist on traditional First Aid Kits. They used medium of medical packaging to create intrigue and make our HCP and influencer recipients want to see what's inside. Usage of a stethoscope inside the pack allowed people to place the end of the stethoscope on a touch sensitive audio pad built into the kit. Through innovate implementation of medical packaging and apparatus, we were able to drive home an important message about the medical gender data gap for women's heart health and inspire the desired response.

Since the 1990s theres been a bit of news to raise awareness of the issue globally. But not enough. And in the Gulf region, the awareness is far less. Making this issue all the more poignant for women in the Arab region, because the medical gender data gap is even wider here and there's a lack of any real government initiatives that help shed light on this gap in knowledge. So by exposing this gap from a real perspective our Mis[s]diagnosed campaign opened eyes and ears about the mass misdiagnosis throughout the region. Sharing this story with key Arabic women of influence and health care professionals across Kuwait, Lebanon, UAE, KSA, Egypt and Bahrain. This helped us to spread the lesser known signs of women's heart attacks to millions of women across the Gulf countries. And for the first time, we were able to meaningfully create awareness and combat the gender data gap addressing the misrepresentation of Arabic women in clinical trials. As a result, Mis[s]diagnosed's story is helping Pharma and healthcare companies diversify their clinical trials and ensuring more inclusive treatment innovations via IPG Health's 'Trial for the #ClinicalEquality Initiative’.

Situation - The early warning signs of heart attacks are being missed in 78% of women.

When we think of heart attacks we think of chest pain, shortness of breath, sweating. However, women can experience heart attacks through a variety of other symptoms that can be misdiagnosed.

Brief - Because of this knowledge gap, millions of women's lives are at risk. We had to get to the heart of the matter to uncover and spread awareness of this issue.

Objectives - To expose and help close the medical gender data gap by spreading mass awareness of the lesser known signs of women's heart attacks.

Media Insight - It's difficult to reach people in this day and age so we designed our kits to look like medical packs with medical apparatus to ensure our message was seen and heard by the right people.

We asked 4000 Arab women if they knew the signs of a woman's heart attack - 97.4% didn't know the signs. This proved that gender inequality has created a worrying lack of awareness about women’s cardiovascular health in the region. So we sent one Arabic woman aka 'Mis[s]diagnosed' to fix it. She met pharmacists, home call-out nurses, medical professionals, doctors, ER emergency professionals and cardiovascular specialists, across 6 countries exhibiting the lesser know signs of women's heart attacks. 83% failed to spot the signs. To deliver a life saving jolt to women and medical professionals across the region, we packaged our data and the Mis[s]diagnosed story inside specially designed medical Awareness Aid Kits. These were sent to Arabic women of influence, HCP's and doctors throughout the region who spread the Mis[s]diagnosed story and the lesser known signs of women's heart attacks to millions to exposing the medical gender data gap.

TA: Arab women, doctors and HCP's in the Gulf region.

Approach:

Phase 1-We asked 4000 Arabic women if they knew the signs of a woman's heart attack – 97.4% didn't know the signs.

Phase 2-We sent one woman aka 'Mis[s]diagnosed' under-cover to meet medical professionals across the region; exhibiting the lesser known signs of female heart attacks - 83% missed her signs.

Phase 3-We packaged the data and her story inside specially designed 'Awareness Aid kits' to expose the medical gender data gap.

Phase 4-Sent the kits to Arabic women of influence, doctors and 100’s of HCP's across the region urging them to share the signs.

Phase 5-Fully integrated awareness campaign through influencers sharing our message to #KnowTheSigns, in addition to social media placements, on-ground HCP events & seminars at teaching hospitals.

Phase 6-Working with 1000’s of companies to encourage women to give us the data to protect their futures.

We sent one woman aka 'Mis[s]diagnosed under-cover to meet medical professionals across the region; exhibiting the lesser known signs of female heart attacks and documented her journey of misdiagnosis using hidden audio and pinhole cameras. We then packaged this story inside specially designed Awareness Aid kits. We sent these kits to female influencers and 100’s of HCP's and doctors across the region. Once unboxed, they could listen to Mi[s]diagnosed tell her story 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 sharing our message, along with social media placements, on-ground HCP events & seminars at teaching hospitals.

The campaign spread across Egypt, Kuwait, UAE, Saudi, Lebanon and Bahrain where we sent 100's of kits to influencers, doctors HCP's.

Campaigned for free:

3 Teaching hospitals

12 International Heart Foundations/charities

37 Women of influence

100’s of doctors, medical professionals & cardiologists

Campaign reach:

28.7 million now #KnowTheSigns

Campaign impact:

28 million women - Now aware of the early warning signs

+24% Increase in social engagement for Organon

+17% more women - Showed interest in clinical trails (during the month of the campaign)

1 woman’s life saved - Millions more to go #KnowTheSigns

Campaign cost:

$60,000 dollars

Proof of engagement:

Number of interactions - 2.1K

Owned media results:

70 social placements published, 1.59M Reach,

2.1K interactions/engagement

To further combat the gender data gap and address the misrepresentation of women in clinical trials, Mis[s]diagnosed's story is helping Pharma and healthcare companies diversify their clinical trials and ensure more inclusive treatment innovations via via IPG Health's 'Trial for the #ClinicalEquality Initiative'.

The Awareness Aid Kit design was a handheld physical item. That were a clever twist on traditional First Aid Kits. They used a medium of medical packaging to create intrigue and make our HCP and influencer recipients want to see what's inside. Usage of a stethoscope inside the pack allowed people to place the end of the stethoscope on a touch sensitive audio pad built into the kit. We used a stethoscope as this is one of the most recognisable healthcare aparatus and would speak to our HCP's and also more general public as something visually relatable. Then turning it into our listening device and making it a part of the experience to ensure our message took root. Through innovate implementation of medical packaging and apparatus, we were able to drive home an important message about the medical gender data gap for women's heart health and inspire the desired response.