Background & Challenge

Heart disease is the world’s leading killer of women, yet the medical field remains biased toward male-centric data. Women are 78% more likely to be misdiagnosed during heart attacks because their symptoms — such as jaw pain, back pain, or indigestion — often don’t align with the “classic” male symptoms. In the Middle East, awareness was even lower. A survey of 4,000 Arab women revealed that 97.4% did not know the signs of a woman’s heart attack. The challenge was clear: expose the medical gender data gap and reframe the conversation on women’s health.

Idea

We created Mis[s]diagnosed — a campaign built on a single letter. By reframing the word misdiagnosed to mis[s]diagnosed, we highlighted the silent bias that costs women their lives. The campaign transformed a linguistic tweak into a powerful symbol, bringing visibility to the crisis of gender inequality in medicine.

Execution

The campaign began with one Arab woman sent undercover to visit doctors. Shockingly, 83% of healthcare professionals failed to identify her heart attack symptoms — proving the urgency of the issue. Her story, along with the data, was packaged into Awareness Aid Kits: modern reinterpretations of First Aid boxes containing brochures, audio storytelling, and a stethoscope-activated sound device. These were distributed to influencers, doctors, cardiologists, and teaching hospitals, sparking conversation both online and in professional circles.

On social, influencers and health advocates amplified the kits through unboxings and content tagged with #KnowTheSigns, while owned channels extended the reach. On-the-ground activations at teaching hospitals and medical seminars sustained the conversation. The campaign peaked on World Heart Day, with a fully integrated rollout across Egypt, Kuwait, UAE, Saudi Arabia, Lebanon, and Bahrain.

To drive systemic change, the campaign launched the #ClinicalEqualityInitiative, partnering with thousands of companies to encourage women’s participation in clinical trials — a crucial step toward fixing the data gap.

Results

• 28.7M people reached across six markets

• $2.2M in earned media value

• 28M women educated on the early warning signs of female heart attacks

• 23% uplift in women’s interest to join clinical trials

• 12 heart foundations and 3 teaching hospitals enlisted in support

• Influencers and medical professionals sustained momentum through online advocacy

• Most importantly, the campaign was credited with saving at least one woman’s life

Impact

Mis[s]diagnosed proved that reframing a single word could reframe a global health crisis. By exposing the medical gender data gap and empowering women with knowledge, the campaign shifted perception, saved lives, and ignited a lasting call for clinical equality.

Awards Won

Cannes Lions

1 × Bronze

MENA Effies 

1 x Bronze

Dubai Lynx

1 × Gold

1 × Bronze  

LIA - London International Awards

1 × Bronze  

New York Festivals

1 × Bronze  

Gerety Awards

1 × Bronze  

Shorty Awards

1 × Winner (Pharma & Healthcare)

1 × Silver Honor (Public Service Announcement)  

Caples Awards

2 × Bronze