If biological sex helps determine what symptoms we develop and how we are treated medically, then the logical conclusion is, "Equal treatment of women and men must stop." This gender message is provocative. Who dares to make it the focus of an attitude campaign on social media?
Head of marketing Maurizio Barucca and his campaign team at one of Germany's two largest health insurers are doing just that. Since October, they've been taking a remarkable ride on the social media razor's edge with #inequality. What communication risks did they take? With what precautions? And above all, with what results?