INPES - "Loop"

Havas Paris

Havas Paris Puteaux, Francia

Premios

6737

This ad is part of the ACT Responsible Collection

Marca: INPES
País: Francia

Anunciante: Institut National de Prévention & d'Education pour la Santé

Título	Loop
Título (Lengua original)	La Boucle
Agencia	Havas Paris
Campaña	Alcohol Consumption - INPES
Anunciante	Institut National de Prévention & d'Education pour la Santé
Marca	INPES
Posted	Noviembre 2006
Producto	Alcohol Awareness
Producto (Lengua original)	Message sur l'alcool
Sector Empresarial	Concienciación social sobre drogas / alcohol / tabaco
Lema	5 millions French people have a problem with alcohol.
Lema (Lengua original)	Pourtant, 5 millions de français ont un problème avec l'alcool
Sinopsis	Inpes, key public player in charge of setting up public policies for health prevention and education, decided to launch a prevention campaign in order to fight against the alcohol excessive consumption.
Filosofía	Encourage regular excessive drinkers to think about their behaviour faced with alcohol. Euro RSCG C&O decided to represent people in ordinary situations of alcohol drinking in order to induce the audience to identify with the characters in the film. The purpose was to underline denial strategies so as to reveal people’s own alcohol drinking problems. Representing a loop, the TV spot shows daily and ordinary consumption situations: first, a man Christian, explains that he doesn’t have a problem with alcohol but it is Michel, a friend, who has a problem… The portraits follow one another; each character offloads the problem onto his friend who is supposed to be more concerned by alcohol. The loop closes on Christian.
Problema	The alcohol excessive consumption induces numerous medical, social and psychological risks. Contrary to some received ideas, consumption modes of excessive drinkers don’t look like extreme form of alcoholic addiction but seem to be quite ordinary. There is a taboo concerning excessive drinking because people don’t consider as an alcoholic addiction: especially men who nourish an emotional relationship to alcohol, which prevents them to appraise sanitary risks. The INPES’ goals were to disrupt some received ideas concerning alcohol consumption and remind people of consumption risks thresholds: 2 glasses per day for women and 3 glasses per day for men.
Resultado	BVA post-test: • High recognition score: 3 /4 French people and 2/3 drinkers remember the advertising. • High approval rate on : - Credibility of delivered messages and the realism of the script - The fact that the spot is informative and incite people to think about their own consumption modes - The clarity of ad - The originality of the ad • For the first time during a post-test, Inpes obtains an attribution score higher than 10% • The ad incites regular excessive drinkers to think (32%) and to reduce alcohol consumption (24%).
Medio	Televisión
Duración	40 seconds
Mercado	Francia
Supervisor depublicidad	Philippe Lamoureux
Supervisor depublicidad	Nicole Civatte
Supervisor depublicidad	Anne-Juliette Serry
Director creativo	Jérôme Galinha
Director creativo	Olivier Mouliérac
Director de cuentas	Marc Saint-Ouen
Productor	Benoit Niaudet
Responsable de conceptos / redactor	Chermine Assadian
Planificador estratégico	Benoit Lozé