The design of the kit was a twist on the traditional First Aid Kit that came with an immersive audio experience. This 'Awareness Aid Kit,' came with a stethoscope and by placing the stethoscope against a touch sensitive audio device built into the pack people can hear Mis[s]diagnosed tell her story. Also inside the back was a brochure with real patient stories who were victims of medical misdiagnosis which was meticulously crafted through illustrative elements and a free flowing typographic treatment with a colour palette to fit with the Organon brand.

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 - 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, because women experience heart attacks much differently to men.

Brief - To get to the heart of the matter and raise awareness of the severity of this problem in an impactful and innovative way.

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

Budget - $60,000

Scale - The campaign was spread across Egypt, Kuwait, UAE, Saudi, Lebanon and Bahrain where we sent kits to 37 Arab women of influence, 100's doctors, cardiologists and HCP's.

The Organon brand positioning is 'Here for her health'. A company with a portfolio of therapies and products in women’s health, biosimilars, and established brands across a wide array of conditions and diseases. So our design stayed on theme by creating an awareness DM kit that was a twist on the traditional First Aid Kit. This 'Awareness Aid Kit', came with an immersive audio experience. And instead of regular headphones we used a stethoscope and by placing the end of the stethoscope against a touch sensitive audio device built into the pack, people could hear Mis[s]diagnosed tell her story. These kits were dispatched to Arab women of influence, 100's of HCP's, doctors and cardiologist across the region who engaged with our kits and were encouraged to share the message on to millions more women about the lesser known signs of women's heart attacks and the medical gender data gap.

The Awareness Aid Kit comprised social materials, tote bags, badges, leaflets, mousepads, and notebooks specifically designed to resonate with the medical community.

We chose the lightest wood for the kit to reflect our commitment to both quality and sustainability.


Each kit was intricately hand-carved and painted to mirror the appearance of medical kits. We integrated cutting-edge-touch-sensitive audio sensor—with real stories of female heart attack victims. These narratives were shared through stethoscopes, creating a powerful, immersive experience.

From the notebooks they use to the mouse pads, badges, and clinic posters, each item was thoughtfully curated to reinforce awareness.

To address the medical gender data gap, we distributed the kits to 100's healthcare professionals, doctors, cardiologists and Arab women of influence that had compelling stories of real female heart attack victims, fostering empathy and heightened awareness of the signs.

Our kits were sent out across Kuwait, Bahrain, Egypt, Lebanon, KSA and UAE.

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

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'.