Treat me like a lady wins an Effie

Campaign by WOMEN Inc. & KesselsKramer

Did you know that women have a sixty percent higher chance to get side effects from medication than men? And that the signs of a heart attack differ between men and women? As a result women often get the wrong medication, wrong diagnoses or don’t even get diagnosed at all.

Medical science is based on the male body and that has major consequences for the health of women. It literally costs lives. The reason for this lack of knowledge is that women are ‘difficult’ to use in medical studies. They have fluctuating hormone levels that influence test results and make research more costly. Also there’s the change that they might be pregnant. As a result women are excluded from medical studies, and chances are the that the medicine that you keep in your cabinet have never been tested on a woman.

The campaign won a 2016 Bronze Effie. The reach of the campaign was bigger than projected and the issue was put on the agenda, a breakthrough was forced.

The jury’s report: “With limited but efficient means, Women Inc. has reached a breakthrough in a vital social problem. By using opinion leaders (the group that has to change), and the public (the group that can force decision makers into action) they’ve reached a significant tipping point in gender sensitive healthcare.”

Treat me like a lady
Client: Women Inc.
Agencies: KesselsKramer, Jalt, Bratpack Internetdiensten, Motivaction
Category: Social campaign

P.S: You can still support our campaign on

Effie for Treat me like a lady

2 November 2016