Since 2021, Insign has been supporting the National Institute of Health and Medical Research (Inserm) in its communication strategy to help strengthen its reputation with the general public and position it as a key source of scientific information. Indeed, scientific discourse has been met with some skepticism, and the credibility of its experts is often questioned, a phenomenon that has intensified since the health crisis. Therefore, it's crucial to restore research's full legitimacy by demonstrating its everyday relevance, no matter the field concerned.
Continuing the momentum from last summer’s billboard campaign, Inserm is once again speaking out with the tagline “We all benefit from being interested in health every day” conceived by Insign via a video spot that will be broadcast on TV and online. This TV ad breaks away from the expected academic tone typical of such communications and adopts a distinctive and humorous narrative. Scientific terminology is brought to life in everyday scenes to strengthen its connection to everyone's reality and highlight the tangible benefits of Inserm's research. Inserm aims to capture the public's attention and spark their curiosity, a year after the launch of a billboard campaign that drew notice with its disruptive approach to health topics.
"It is within the ordinary that the extraordinary work carried out by Inserm's researchers lies, and it is the direct impact of this scientific and medical research on our daily lives that inspired the creation of this film, which aligns with the print campaign. A film where nothing notable happens, just life passing by, in all its simplicity and richness: a first-person viewpoint, with a relaxed tone, to make the image of Medical Research more accessible and observable everywhere and by everyone. A film that plays with contrasts and highlights the role Inserm plays every day, alongside everyone.” Franck Luminier, Creative Director at Insign.
This campaign also aims to rightfully honor Inserm's ongoing commitment to citizen health. The goal is to engage the widest possible audience in Inserm's actions and thus enable the public to become more deeply involved in science and health.
“Inserm is a strong brand, a mark of quality in health science, trusted by the French. However, we need to be increasingly visible and engrained in each individual's daily life to better inform about our research and exhibit its outcomes. This campaign bridges the gap between the biomedical science produced at Inserm and its real-world impact on everyone’s health.” Carine Delrieu and Priscille Rivière, Inserm Communication Management.
The Replay and TV campaigns were launched on June 5 and 7, respectively, and will run until July 30, 2023.
Director: Ugo Mangin. Production: Yohannes Cousy.
Discover the campaign
