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. Then additionally to encourage women in the region to share their data for clinical trials that will help in cardiovascular research and save their futures.

Gender inequality has created a worrying lack of awareness about women’s cardiovascular health in the Gulf 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 the Gulf region exhibiting the lesser know signs of women's heart attacks. 83% failed to spot the signs. So to deliver a life saving jolt to women and medical professionals across the region, we packaged Mis[s]diagnosed’s research inside specially designed medical Awareness Aid Kits. These kits were sent to key Arabic women of influence, doctors, cardiologists and health care professionals throughout the region who then spread the Mis[s]diagnosed story to millions more. Helping to gain mass awareness of the lesser known signs of women's heart attacks to expose and help close 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 Arab woman aka 'Mis[s]diagnosed' under-cover to medical professionals across the region; exhibiting the lesser known signs of women's heart attacks, documenting her journey of misdiagnosis using hidden audio and pinhole cameras. We packaged this story inside specially designed 'Awareness Aid Kits'. And sent these kits to 37 Arab women of influence, 100’s of doctors, cardiologists and HCP’s 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 her story and spread mass awareness of the lesser known signs to further expose and help close the medical gender data gap. The campaign aired on 29 Sept (World Heart Day) through influencers sharing our message, social media placements, on-ground HCP events & seminars at teaching hospitals. The campaign ran until Jan 16th in Egypt, Kuwait, UAE, Saudi, Lebanon, Bahrain.

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'.