In 2021, the French National Institute of Health and Medical Research (Inserm) tapped creative agency Insign to head up its strategic communication consulting, as well as the creation, design, and execution of its various communication initiatives.

Today, Insign is launching Inserm's new brand awareness campaign, the first major milestone of this partnership. Beyond simply boosting visibility, the campaign aims to put Inserm back in the spotlight, highlighting its ongoing commitment to public health. The goal is to engage a wider audience with Inserm's work, enabling the general public to get more involved in science and health.

Built around the concept that "learning about health pays off every day," the campaign designed by Insign breaks away from the stuffy, academic tone typical of this sector. Using a warm, upbeat approach, it playfully breaks down scientific terminology to connect with people's daily lives and showcase the tangible benefits of Inserm's research—touching on everything from nutritional profiling algorithms and serine proteases to chondrocytes, the motor cortex, and hypocretin.

Launching today, the campaign will run throughout July with five different posters featured in major train stations across France and the Paris metro. The campaign will also be rolled out across various digital platforms in multiple formats.

"In the public eye, scientific research often feels complex and out of reach, almost disconnected from our daily lives. Yet, Inserm's breakthroughs have a direct, positive impact on our health, and in turn, how we enjoy life and its simple pleasures. The poster campaign 'Learning about health pays off every day' plays on this connection to highlight its relevance to everyone," says Joris Vigouroux, Creative Director at Insign.

"With its relatable copy and everyday visuals that feel like they could have been shot by any of us, the posters designed by Insign brilliantly bridge the gap between Inserm and the public to spark mutual curiosity. This campaign fits perfectly within our communication strategy, which aims to show the real-world value of our research and bring Inserm's science right into people's daily routines," state Carine Delrieu, Communications Director at Inserm, and Deputy Director Priscille Rivière.