The French National Institute of Health and Medical Research (Inserm)

↳Background

56% of French people don't trust scientific claims. With the surge of fake news online, Inserm, the French National Institute of Health and Medical Research, launched Canal Detox, a series of content and communication campaigns aimed at fighting misinformation and bringing science back to the forefront.

↳Challenge

• Highlight the quality and credibility of the scientific information produced by Inserm. 

• Warn against fake miracle products sold online, especially those promoted by influencers (2023 Campaign)

• Combat fake news and raise public awareness about the importance of consulting verified scientific sources. (2024 Campaign)

↳Strategy

Engage two top-tier influencers, a doctor, Marine Lorphelin, and a comedian, Roman Doduik, to debunk fake news and encourage the general public to take an interest in science.