To recognise World Familial Hypercholesterolemia Day, Sanofi wanted to support the Ibero-American Familial Hypercholesterolemia Network in their mission to raise awareness of this serious condition in the population and make an impact in medical circles as well. All of this, across 8 countries.
In a recent study, an Italian doctor claimed that Leonardo Da Vinci’s Mona Lisa shows symptoms of suffering from FH and so we used this knowledge to give visibility to one of the most famous missed diagnoses of the past 500 years.
We created an impactful video in English, Spanish and Portuguese which featured the Mona Lisa as its protagonist. In the video, she explained the details of the disease, including some of the ways it can be treated. We distributed the video on Twitter and YouTube on World Familial Hypercholesterolemia Day and launched a teaser beforehand.
The audience was suprised that such a video came from the pharmaceutical sector and the positive reception encouraged people to follow the launch on Twitter. We also created leaflets that explained the campaign and the disease which were distributed in primary care centres across Spain.
The video was viewed more than 2.5 million times and generated more than 6,100 interactions on social media in one day. We also achieved the most important thing: we gave a voice to an under-diagnosed condition thanks to a high-profile ambassador who had remained silent for 500 years.