Inserm
Showcase Inserm's fight against health misinformation.
#branding #creation #campaign activation #influence
↳ Context
Faced with the spread of health fake news on social media, Inserm (French National Institute of Health and Medical Research) is taking a stand against medical misinformation by creating CanalDetox. This initiative features short texts and videos designed to decode current events and verify the information circulating online.
↳ Challenge
Get the general public interested in the serious articles from Canal Detox, even at a time when entertainment consumption is at an all-time high.
↳ Strategy
Fake news is so popular and spreads quickly because it's engaging and entertaining. The strategy: leverage this allure effectively. The idea: showcase the most eye-catching fake news stories, which Canal Detox thoroughly addresses, and give the audience a choice: pass on this information unverified or actively verify it by checking the dedicated article via a QR Code.
↳ A Multichannel Launch
Strategically deployed national campaign: subway, train station, pharmacy, specialty press
Digital films broadcast in TV replay and adapted for social media
Creation of social content with street interviews featuring influencer Roman Deduick to amplify messages
Inserm has decided to engage directly with the public, reaching them where they live with straightforward, impactful, and above all, health-beneficial messages!
Professor Didier Samuel,
CEO of Inserm
