WOMEN DON’T DESERVE EQUAL TREATMENT!

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.

Men can get breast cancer too. Yes, really.

To drive the message even deeper, we brought in TV hosts Ariane Alter and Jochen Schropp. In two powerful campaign videos, they tackled critical issues: breast cancer in men and the fact that women's heart attacks are often diagnosed too late because their symptoms are different from men's.

Deep-dive content on Facebook, Instagram, and TikTok, along with a digital knowledge hub, ensured the conversation didn't stop there.

Purpose-driven, impossible to ignore – and long overdue.