ICM Print Why give? 2 by Publicis Conseil Paris

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Why give? 2

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Industry Education, Public awareness
Media Print, Magazine & Newspaper
Market France
Agency Publicis Conseil Paris
Copywriter Thierry Lebec
Production WAM
Released April 2013

Credits & Description

A new creative for ICM (THE BRAIN AND SPINE INSTITUTE) "Lost in the metro" / "why give ?" created by Publicis Conseil.
In France, Alzheimer's disease and illnesses of the brain and spinal cord affect 1 in 8 people. Faced with this, it is important not only to react and to show what the consequences of these illnesses can be, but also to make people conscious of the fact that they don't just happen to others. By donating to the ICM you will be providing research workers with the wherewithal to find cures for them.
Publicis Conseil, ICM's long-time partner, has designed press visuals and advertising displays entitled ‘Why give?’, focusing on an appeal for donations and seeking to create personal awareness among as many people as possible. The campaign is intended to shock and to question, the opposite of customary appeals for donations, making no bones of the fact that the afflicted will not be thanking those who give and with good reason, because their illnesses prevent them from doing so.
In support of this initiative to stimulate awareness, the Parisian Public Transport Authority (RATP) and Publicis Conseil, both long-standing sponsors of the Institute, conceived an event whose intention was to bring home to transport system users the harsh realities of Alzheimer's disease. For a whole day, in a very busy Paris Metro station, a trap was set to force commuters to confront the illness and to make them more empathetic towards its sufferers.
The real Metro maps were replaced by false ones on which station names had been removed leaving no indication of their identity. It was consequently impossible for users to know where they were or to find their way around the system... in other words, placing them in precisely the same situation in which people suffering from Alzheimer's disease find themselves. Volunteers and ICM researchers were on hand to give out information to the Metro users on all neurological and neuro-degenerative diseases.
Professor Gérard Saillant
Mrs Alexandrine Maviel-Sonet
Mrs Céline Amet
Publicis Conseil :
CCO : Olivier Altmann
Creative Director : Olivier Altmann
Copywriter : Thierry Lebec
Art Director : Bénédicte Potel
AD Assistant : Magali Valencia
Account Managers : Gaëlle Morvan, Patricia Denis-du-Péage
Film Production
Director / Film editor (WAM) : Guillaume Schmitt
Print Production
Photographer : Benny Valsson
Art Buyer : Anne Traonouil (Elysian Fields)