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Gout Revisited
Agency Area 23, an IPG Health Company / New York + Horizon Therapeutics / Chicago + NORTE / São Paulo + CANJA Audio Culture / São Francisco
Category
Craft / Art Direction
Annual ID
OS23_PH004G
About the Work
There are many misconceptions and stereotypes about gout in the medical community that have a negative impact on diagnosis and treatment. Many of these biases can be traced back to cartoons and illustrations of gout that were popularized in the 19th century. These images are iconic to rheumatologists, appearing in medical textbooks, journals, and peer-to-peer presentations. The misconceptions they portray touch on race, gender, social status, stigma, and disease presentation.
The Gout Revisited Project aims to expose these biases of the past and change them for the future. To do so, we sourced historical illustrations of the themes most emblematic of gout biases that we still see today. Then, we painstakingly recreated them by hand to correct the inaccuracies.
With each illustration, great care was taken to maintain the integrity of the original artwork. Deference was paid to composition. Brush strokes and styles were precisely replicated. Careful attention was paid to duplicating the feel and texture of the old paper as we updated the etchings using digital tools from this century. All of this came together to illuminate our simple mission to remove the myths and replace them with the truth.
The images were then placed into a printed anthology that wove together the history of gout biases, the modern consequences with supporting clinical data, and the updated illustrations. The sociopolitical history of the 19th century and its role in the modern perception of gout were examined as an entry point into the conversation, then the myths were individually addressed and debunked using modern knowledge. The images were also featured in a poster series, in a film, and on a bespoke website.
By correcting gout’s harmful historical record, rheumatologists can reflect on their own biases and bring a reformed clinical and personal mindset to their practices.
The Gout Revisited Project aims to expose these biases of the past and change them for the future. To do so, we sourced historical illustrations of the themes most emblematic of gout biases that we still see today. Then, we painstakingly recreated them by hand to correct the inaccuracies.
With each illustration, great care was taken to maintain the integrity of the original artwork. Deference was paid to composition. Brush strokes and styles were precisely replicated. Careful attention was paid to duplicating the feel and texture of the old paper as we updated the etchings using digital tools from this century. All of this came together to illuminate our simple mission to remove the myths and replace them with the truth.
The images were then placed into a printed anthology that wove together the history of gout biases, the modern consequences with supporting clinical data, and the updated illustrations. The sociopolitical history of the 19th century and its role in the modern perception of gout were examined as an entry point into the conversation, then the myths were individually addressed and debunked using modern knowledge. The images were also featured in a poster series, in a film, and on a bespoke website.
By correcting gout’s harmful historical record, rheumatologists can reflect on their own biases and bring a reformed clinical and personal mindset to their practices.
2023 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Area 23, an IPG Health Company / New York
Client
Keli Walbert
Client / Brand
HORIZON THERAPEUTICS / Chicago
Production Company
Norte / São Paulo
Music / Sound Production Company
CANJA Audio Culture / São Francisco
Chief Creative Officer
Tim Hawkey
Creative Director
Steve Hennisch
Dan Cohen
Executive Creative Director
Jason Graff
Group Creative Director
Eduardo Tavares
David Adler
Product Manager
Julie Gumerova
Justine Pujo
User Experience Designer
Evan Spring
Business Affairs Manager
Keith Marman
Digital Production Developer
Viraj R
Director (Experience Design)
Franklin Williams
Director (Technology)
Richard Tolenaar
Technology Manager
Jenny Lai
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