Mon, 29 Apr 2013 14:06:48 GMT
Cardiovascular diseases are the leading cause of death among women in France and in most industrialised countries (source: Weekly Epidemiological Bulletin) and yet many are unaware of this fact. More than 8 million women a year worldwide die from these diseases (source: World Heart Federation), a figure that has continued to increase over the past ten years.
Women are more affected because they have gradually adopted the same lifestyle and risk behaviours as men – one equality that women could well do without. The numbers are clear: one in three women die of cardiovascular disease and at an increasingly younger age, with a 10% mortality rate among those aged 25-44 (source: Weekly Epidemiological Bulletin). These diseases are seven times more deadly for women than breast cancer, and 55% of heart attacks are fatal for women compared to 43% for men, as treatment comes at later stage and prevention is much less widespread than with men. Again there is great inequality...
For Daniele Hermann, President of the Cardiovascular Research Foundation - Institut de France, "the situation is all the more alarming because it’s continuing to grow". A victim herself of acute heart disease in her youth, she tries to raise awareness of this cause of death in the public and in medicine through her experience and her Foundation. She wrote a book about it in 2012: "Women’s hearts" which shows that women are primarily affected by heart attacks (source: fondation-recherche-cardio-vasculaire.org).
Faced with this situation, Publicis Conseil has got to work to create a poignant film, which, with the outstanding collaboration of Julie Depardieu, one of the female ambassadors of the Foundation, is getting people to sit up and take notice. Julie Depardieu plays a mother in her daily life, unwittingly putting a terrible strain on her heart: professional life, smoking, occupational and family stress....
The agency wanted to play on the idea of a "red herring", listing all the inequalities between men and women in their everyday lives, ultimately revealing one unexpected equality which is disturbing to say the least: the odds of dying of a heart attack are the same for women as they are for men.
In this way, Publicis Conseil and the Cardiovascular Research Foundation hope to build awareness and combat the misunderstanding, even ignorance of women regarding the stereotypes which surround cardiovascular risk.
In addition to raising awareness and warning women, the film also aims to inform opinion leaders as well as health care professionals, and to support and promote the development of medical and biological research. Prevention of cardiovascular disease in women is a real public health issue.
Hervé Plumet, director at Partizan, brought this everyday story to life on the screen so that it rings true with so many women.
This film of 60 will be aired on television and also online.
Some key figures about cardiovascular disease:
− No. 1 cause of death among women
− 1 in 3 women will die from it... as much as or more than men today.
− After 50, 1 in 2 women die of cardiovascular disease
− Cardiovascular diseases are 7 times more deadly than breast cancer
− 55% of heart attacks are fatal in women (43% in men)
− Women have 20% less chance of being offered a stress test
− 10 million people are considered to be at-risk subjects
− Cardiovascular diseases are the No. 1 cause of mortality worldwide (source: WHO March 2013)
Fondation Recherche Cardio-Vasculaire – Institut de France :
President : Danièle Hermann
Publicis Conseil :
Chief Creative Officer : Olivier Altmann
Creative Director : Olivier Altmann
Copywriter : Olivier Camensuli
Account managers : Alexandre Hacpille, Carole Planche-Breton
TV Production (WAM) : Pierre Marcus, Patrick Pauwels, Aurélie Fournet
Sound producer (WAM) : Olivier Guillou
Director : Hervé Plumet
Company production : Partizan
Post-production (WAM) : Quentin Martin