INAMI
Stress, Loneliness, Anxiety, let's not let them take hold.
“Strategy is often the key to understanding the people you want to talk with and to. Developing empathy is a fundamental mission. Insights helped us. So did active listening. The INAMI campaign had to sound true to be seen and heard. A meaningful strategy. It feels good!”
The briefing
Stress, loneliness, anxiety. We talk about it too little, too late and the spiral sets in... One Belgian in four is confronted with a psychological problem at some point in his or her life. The INAMI wanted a prevention campaign to highlight free consultations with approved psychologists.
Above all, the campaign had to appeal to 'the target audience' (you, me, children, teachers, etc.).
The approach
A real creative campaign brief. And a delicate, sensitive subject. A lot of preparatory work is needed to "hear the targets" and find the right tone. The danger is of being too direct (and provoking rejection), or even guilt-inducing (and adding stress to stress).
The creative process took a briefing that was "walking on eggshells", to bring to life the psychological difficulties that are likely to "move in with us". Films, adverts and a platform to talk about it.
Experience in health sector
Mutualité Chrétienne
Sandoz
Centrapharm
Sanofi
UCB
Inula - Pranarôm