Miguel Cabrera Peña

Evalúalo: Humanizing Pain Assessment

Evalúalo is a project born out of the need to talk about and understand pain from a human perspective, building bridges between healthcare professionals, scientific societies, and patients. We embrace a common, clear language and a visual communication that is attractive, organized, and flexible—able to evolve alongside the project.

Our solution was to transform the traditional analog pain scale into a more visual, human, and empathetic experience, driving awareness about pain and its impact on quality of life.

The Aware.Doctor strategy included an integrated campaign: a visual redesign of the scale, emotional storytelling, and a Masterclass-style webinar as the central pillar, featuring expert participation and a focus on effective health communication.

Execution involved developing a new visual scale, producing a pioneering Masterclass webinar, and launching an omnichannel marketing campaign with an educational and emotional approach. With over 5,000 registrations, 2,000 live attendees, and an attendance rate of 44%, we established our client as a pioneer in medical-patient communication.

Agency: Aware.Doctor
Creative Direction: Miguel A. Cabrera
Project Manager: Carolina Cabrera

Brand Design: Miguel A. Cabrera
Motion Graphics: Anna Ortíz

3D Render: Luis Hernández
Photography: Miguel A. Cabrera

Video Masterclass: Wimmer Film

Director: Antonio Wimmer

Medical Speakers: Dr. Alex Santamaría Fumas, Dr. Mario Alonso Puig, Dr. Antonio Narváez Tamayo, Dr. Andrés Rodríguez Munera.
Client: Grünenthal Latinoamérica.

Marketing: Renata Baldarrago

Medical: Dra. Olga Carrón / Dra. Anna Ruenis