Organon

Mis[s]diagnosed

Gender inequality has created a worrying lack of awareness about women's cardiovascular health in the Gulf region, so MullenLowe MENA and Organon sent one Arabic woman, AKA 'Mis[s]diagnosed', to fix it and raise awareness of the lesser known signs of women's heart attacks and expose the medical gender data gap.

Cardiovascular disease is the No. 1 killer of women (causing 1 in 3 deaths each year), and it kills five times more women than breast cancer. Plus, the early warning signs of heart attacks are being missed in 78% of women. When we think of heart attacks, we think of the traditional symptoms: chest pain, shortness of breath, sweating. However, women can experience heart attacks through a variety of other symptoms that can be misdiagnosed, such as jaw pain, lightheadedness, heartburn, indigestion, upper back pain and shoulder pain.

Credits:

Lead Agency: MullenLowe MENA Executive Creative Director: Oliver Robinson Creative Directors: Thomas Young, Prerna Mehra Art Director: Maricel Sorenti Motion Graphic Designer: Zahid Gill Head of Operations: Mounir Mohamad Senior Account Director: Aashok Karotia Senior Graphic Designer: Roshin Nambola Principle Medical Writer: Yasmin Mitwally Copywriter: Johan Granados Videographer: Khalid Sayed Production: InDi Studios, Fairmont Printing Services Post Production: InDi Studios Sound Design: Sounds Great

Awards Won

10

Including:

1x Cannes Lions (1 Bronze) 2x Dubai Lynx (1 Gold & 1 Bronze) 2x Shorty's (1 Silver & 1 Winner) 2x Caples (2 Bronze) 1x LIA (1 Bronze) 1x New York Festivals Advertising Awards (1 Bronze) 1x Gerety (1 Bronze)