The project that raises awareness about mental health
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