INPES: PUCEAUX-VIRGINS

Credits & Description:

Advertiser: MINISTRY OF HEALTH - INPES (NATIONAL INSTITUTE FOR HEALTH PREVENTION & EDUCATION)
Agency: McCANN PARIS
Category: Charities, Public Health & Safety, Public Awareness Messages
Advertising campaign: PUCEAUX-VIRGINS
Communications Campaign Director: David Heard (Inpes)
Account Manager: Elodie Zaugra (McCann Paris)
Producer: Erinn Lotthé-Guillon (Les Télécréateurs)
Communications Director: Annick Gardies (Inpes)
Editor: Béatrice Herminie (Les Télécréateurs)
Account Director: Laurent Poirieux (McCann Paris)
Managing Director: Jérôme Guilbert (McCann Paris)
Chief Creative Officer: Pierre Riess (McCann Paris)
Chief Creative Officer: Romain Guillon (McCann Paris)
Director Of Photography: Nicolas Loir (Les Télécréateurs)
Art Director: Nicolas Pontacq (McCann Paris)
Copywriter: Thibault Michal (McCann Paris)
Agency Producer: Valérie Judek (McCann Paris)
Communications Manager: Anna Mercier (Inpes)
Director: Benjamin Parent (Les Télécréateurs)
Account Director: Aurélie Nisand (McCann Paris)
Planner: Christophe Moiroud (McCann Paris)

Execution
Give our target of teenagers, the media strategy focused primarly on their favorite media: radio & web.-A radio partnership with Skyrock (leading radio on this target) was negotiated to create a key moment every week throughout the 6 weeks of the campaign. It relied on 90sec spots featuring 2 of the lead actors of the serie and using the tone of the webserie. This was endorsed by the radio through the use of one of their voices.-The web plan was designed to create traffic and maximize visibility. It comprised of: display, SEA, web mobile and Facebook.

Effectiveness
-Nearly 4 million videos viewed on social networks.-A community of over 48 000 fans on Facebook and 17 000 subscribers on YouTube.-Over 730 000 visits on Onsexprime.fr website. The site saw its traffic multiplied by 20.-Over 50 million impressions in earned media.The program generated a great level of involvement from the different stakeholders: teenagers, health and education professionals, journalists, bloggers: over 4 300 comments were posted on different platforms.With over 450 000 unique visitors in the last month of the campaign, the 12-17 years old have been more on onsexprime.fr than on youporn!

Strategy
How can Inpes (National Institute for Health Prevention & Education) help teens to positively enter into sexuality and answer their questions?Today when a teenager has a question on sex, he doesn’t go on an informational site, nor does he ask an adult: he goes directly on Youporn. Accessible from everywhere in one clic, more entertaining than a sexual education lecture and above all much more tangible, porno sites logically appear as the best sources of information on sexuality. The ideaSex in real life is much better than porn.