For research equity. Against inequality faced by women in their health outcomes.
THE HEART OF WOMEN IN DANGER
‘The biggest inequality of all is that faced by women in their health outcomes. Without more medical research into women’s cardiovascular health, this inequality between the sexes will never go away…’
Backed by the creative resources of PR agency Archibald & Abraham, the Foundation for Cardiovascular Research-Institut de France has chosen World Heart Day, September 29th, 2017, to launch its new online and social media campaign. The public face of this drive is represented by a number of young, female opinion leaders on the social media scene, especially Instagram, Facebook and Twitter. These women will become our principle spokespeople, charged with the task of communicating the urgent need to kick start new research into female cardiovascular health to their followers in a way that’s striking, relevant and informative. The campaign’s end goal is for every one of us to grasp the reality of an inequality which gets right to the heart of poor healthcare outcomes for women, namely the lack of specific research into women’s cardiovascular health. Cardiovascular illnesses are now affecting more and more women – and killing them at an increasingly young age. The campaign is being run in tandem with a fundraising effort which will be hosted on the KisskissBankBank crowdfunding platform until December 29th. This fundraiser, by financing the next ‘Danièle Herman – Cœurs de femmes’ research program grant, will help combat the greatest inequality of all – poorer health outcomes for women.
The campaign film
Running alongside the online campaign and fundraising effort is an immensely moving short film created by Archibald & Abraham, directed by Julien Rocher and produced by Wanda Productions. It aims to raise public awareness, especially amongst young women, of the urgency of this research. Available to view online from 29th September to 31st October, it will also feature on television and the most prominent social networks.
We open to an ambiance that’s brooding and intense. The camera cuts back and forth between two scenes. A hospital stretcher is wheeled frantically towards an operating theatre. Two cars head towards each other, seemingly bound for a collision. Convinced that we’re about to witness a road traffic accident, followed by a shift of scene to an A and E unit, in fact, we end up watching a young woman in the throes of a heart attack. To avoid running into danger, you first need to know where that danger is coming from: one woman in three dies of a cardiovascular event. Despite this, current medical research into cardiovascular diseases focuses almost exclusively on men. This inventive, hard-hitting production, which keeps us in suspense right up to the twist at the end, calls us to take a stand against this inequality of treatment suffered by women affected by illnesses of the heart.
OUR AMBASSADORS ARE ALREADY STANDING UP TO BE COUNTED.
WHY NOT JOIN US IN STANDING UP FOR EQUALITY OF RESEARCH FOR WOMEN’S CARDIOVASCULAR HEALTH?