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Publicis Consultants I assists various client in the public sector and in 2004 partnered with the French Health Minister to inform the public about health insurance reform.
In response to Zeeland’s aging population and shallow employment pool, Publicis Consultants I Van Sluis helped the province revitalize its economic appeal and invite 25-45 year-olds to come live, work and play in a land with much to offer.
 
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Organizations in the public sector answer to a different type of demand - one that comes not merely from consumers, but rather from citizens, activists, concerned family members, regulators, donors, etc. Such stakeholders have high emotional interest in the actions of their organizations and are listening intently for the messages that affect them.

Government entities face particularly high demands and expectations when it comes to communicating on policies and issues, particularly since the availability of communication channels is constantly growing. Not-for-profits must assert their value and demonstrate their benefits; and they must do so in a world where donors, potential members, volunteers, and decision-makers are pressed for time, money and attention.

We recognize the major challenges of our clients in the public sector: to be understood, operate efficiently, and secure their place in a sensitive market. From government entities to special interest groups to trade organizations, Publicis Consultants | offers particular expertise in providing proactive communication solutions to clients in the public sector.


Client: French Health Minister
Agency: Publicis Consultants | France
 

+ Issue
When the French Health and Social Protection Minister launched its health insurance reform, they called on Publicis Consultants | in Paris to communicate to French citizens affected by the reform.

+ Strategic Idea
In order for the insurance reform to transition smoothly, each French citizen had to be educated about the change in order to advocate for it. Our Paris consultants sought out to make each French citizen aware of the reform's complexities - a heavy task that also involved addressing the polarized attitudes and opinions of insured citizens and health professionals.

+ Implementation
With the strategic idea in mind, the Paris team mapped out a two-phase communications plan that adopted an informative tone and was centered on the reform's effects on every-day life. Our consultants sent an FAQ document to private doctors, hospital workers and pharmacists that contained questions, answers and a letter directly from the Health Minister. Advertisements, press articles and radio spots connected with and educated general citizens about the reform. We also created an internet site with separate, tailored access to health professionals and citizens, in addition to a special hot line number.

In the second phase of the project, 20 million folding cards titled "My Health Insurance Memo" were distributed in pharmacies around France. To kick off the campaign, a press conference was held in a local pharmacy with guest officials including the former Health Minister.

+ Results
Post-campaign testing showed it had great spontaneous memorization scores and excellent radio and press recognition - both linked to the construction of the media plan and the originality of the radio spots. The campaign's success was also formally recognized with the 2005 Prix Impact 66-PQR for public communication.