Black Mama To Be – Farajanio Santos

GOUT

REVISITED

Client
Horizon Therapeutics.
Role
Art Director

Gout Revisited challenges outdated beliefs and stereotypes about gout that still persist among physicians, originally fueled by 19th-century medical illustrations. The campaign identifies myths such as “gout only affects the foot,” “it’s caused by overeating,” or “it’s a disease of wealthy white men,” and reimagines those historic visuals with accuracy — correcting distortions of race, gender, clinical presentation, and stigma.

The execution included hand-drawn revised illustrations, an anthology book, posters, a digital platform, and interactive experiences. The main objective was to influence rheumatologists and medical opinion leaders by sparking reflection on unconscious biases and raising the standards of clinical care.

Recognition