Finalist
#NoJargon
by Weber Shandwick for Sanofi
Summary of work
At a time of growing misinformation about health (e.g., vaccine hesitancy), we committed ourselves at Sanofi to improving the public’s understanding of science. And after the controversies of the pandemic, we wanted to use the opportunity to reinvigorate public support and advocacy for the amazing scientists who deliver the world its medical miracles.
To succeed with both endeavours, however, we would have to break new ground, positioning ourselves as a pharma brand uniquely focused on public relatability – willing to be our natural selves, unscripted, unpolished and with very human flaws on display – in a sector not typically comfortable with such raw content.
But our bold move worked. The #NoJargon video series put our own R&D employees on camera and challenged them, off the cuff, to break down complex scientific ideas into everyday language. Funny, educational and truthful, the series of short films has been wildly successful on social media, garnering over 4.8 million impressions and 1.9 million video views and building up its own fan club. Season 2 of the boxset, dropping in 2024, is now highly anticipated!
Judges’ comments
Weber Shandwick and Sanofi created a nice and refreshing approach with good execution that worked to change perceptions and considered sentiment rather than just engagement through social media. The judges noted that they had a good content strategy, as well as appreciating their ability to identify what was working, acknowledge it and do more of it while producing impressive performance statistics and engagement data.
