Awareness Campaign for Social Security
Agency: Australie, Paris
A vast public health awareness campaign
La Sécurité Sociale (Social Security) launched a vast awareness campaign on TV and other media to combat the abuse of antibiotics in France.
Messages educating multiple audiences
When antibiotics are used too frequently, or taken improperly, they lose their long-term effectiveness. It is a real public health problem. I was asked to create the direct marketing campaign and write a leaflet targeting multiple audiences: parents, social workers, nurses, and even medical doctors. The goal was teaching these audiences how to use antibiotics efficiently and effectively and, just as importantly, when not to use them. It included a billboard, pamphlet and a direct mailing.
Goal achieved!
The campaign and the tagline became very popular and the use of antibiotics in France decreased by 26.5 percent over five years.
Cover headline: “Nasopharyngitis, pharyngitis, bronchitis: how to help his body defend itself can be learned.” Tagline: “Antibiotics are not automatically needed”
Headline: “For our children’s health, learn to better control antibiotics”
Headline: “Update on infections and antibiotics”
Headline: “Take control over our children’s health.” Subtitle: “What attitude should we adopt?”
Subtitle: “When should we consult?”
Subtitle: “What simple reflexes to relieve our children?”
Subtitle: “How to minimize the risk of infection?”
Back cover subtitle: “3 key concepts for effective use of antibiotics.”
