If biological sex helps determine which symptoms we develop and how we are treated medically, then the consequence is clear: "The equal treatment of women and men must stop." It was clear to marketing director Maurizio Barucca and his campaign team at one of Germany's two largest health insurers that this gender message would be provocative on social media. And yet they dared to take a remarkable ride on the social media razor's edge with the current #unequaltreatment campaign. What communication risks did they take? With what precautions? And above all, with what results?