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

A narrator describes the moment when a patient goes into labor and calls her doctor at dawn. He explains this is the fifth pregnancy and begins detailing the names of the first four girls that were born. All were named after a day of the week, until a statement is made with a question tone. "WHAT is the name of the fifth daughter."

Only those who paid attention to details would be able to understand the prank and say the fifth daughter is called WHAT.

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

Labor

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

The phone rang at dawn. It was Doctor Ana’s patient, who was about to give birth to her fifth daughter... Her oldest was called Monday. The second, Tuesday. The third, Wednesday. The fourth, Thursday. What... is the name of her fifth daughter?

Time lapse effect. Narrator says.

It seems logical, but the fifth daughter is not called Friday. She’s called WHAT.

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:

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.