The work was inspired by the old radio shows created by Orson Welles.

A narrator describes the scene of an emergency unit. He quickly invites listeners to picture themselves in the main character’s shoes: a doctor on duty at the only hospital in any given city. During his shift, several patients are assisted. To confuse the listener, the order of arrival and the patients’ names are detailed by the narrator. Then, a tricky question is asked, as in a charade. "How old is the doctor?"

Only those who paid attention to details would be able to think about their own age and answer correctly. After all, at the beginning of the spot, it was said listeners themselves are the doctor on duty.

The narrator concludes that doctors must do the same to diagnose rare diseases: pay attention to details, change their protocol and mindset.

Emergency

The narrator speaks slowly, as if they’re telling a story. Music and sound effects help set the mood.

It is Sunday night, and you are on duty in the Emergency Unit of the only hospital in the city. The first patient you see is called Robert. The second is Maryanne. The third patient is John. How old is the doctor on duty?

Time lapse effect. Narrator says.

The doctor’s age is the same as yours, because you are on duty.

Think differently when you find signs and symptoms with an unknown cause. Look out for the details, change your mindset and help diagnose a rare disease.

The narrator concludes:

If you want to find diseases under the radar, think outside the box.

Sanofi Genzyme. Empowering life.

Brazil has a Health Regulatory Agency, ANVISA, which is equivalent to the FDA. OTC products can advertise directly to consumers, but encouraging consumption is not allowed as a call to action. When there is the need to mobilize patients for treatment, brands can create unbranded disease awareness campaigns.

The target for this audio ad is healthcare professionals. Sanofi Genzyme is always looking to expand HCPs’ knowledge about rare diseases. But that is not enough. Therefore, we launched a campaign to invite doctors to rethink how they diagnose: investigate more, suspect more, and find out more.