WOMEN DON’T DESERVE
EQUAL TREATMENT –
in medicine.
Client: BARMER Role: Art Direction Agency: TLGG Agency
The uncomfortable truth? In medicine, women are still treated like men. Symptoms get missed, research is biased, and real needs are ignored –every day.
For BARMER, that wasn't acceptable. Our campaign #ungleichbehandlung (Unequal Treatment) was designed to shake up the system and put gender-sensitive medicine where it belongs: front and center.
We kicked things off with a hero film that put the issue on everyone's radar. Then came the bold campaign visuals – headlines like "Women don't deserve equal treatment" that were designed to trigger, provoke outrage, and spark awareness. These messages hit posters, billboards, and social feeds across Germany, forcing people to stop, think, and react.
Stage 1
Everything starts with a story.
A powerful film that establishes the narrative, introduces the facts, and creates the emotional foundation.
Stage 2
Immediately after, the shock hits the streets. Provocative creatives in public spaces stop people in their tracks. They irritate, they provoke – that's exactly the point. Because only when you stop and ask "What is this?", you've crossed the first threshold: Awareness. The film already prepared the ground. Now OOH amplifies it.
From Provocation
to Purpose:
How Social Took
It Deeper
Stage 3
Right when the provocation lands, we reach our target audience
(18-35 years) exactly where they are: Meta, TikTok and YouTube.
Here, the shock transforms into real questions. Advertorials and content videos with TV-Hosts Jochen Schropp and Ariane Alter deepen the conversation. The user moves from "What?" to "Why?" to "How does this affect me?"
Stage 4:
But it doesn't stop there. Influencers like Diana zur Löwen or Jasmin Arensmeier pick up the topic and discuss it with their communities.
The Result:
The result: A Campaign that doesn't just click – but speaks.
WATCH THE CASE
