In service of research and health for over 70 years, la Fondation pour la Recherche Médicale (FRM) is the largest charitable French financier for biomedical research as a whole, comprising of all pathologies – cancers, neurological diseases, cardiovascular diseases, infectious diseases, etc.

In the face of Covid-19, FRM, in association with the National Research Agency (ANR), launched an exceptional appeal for solidarity to support the teams in their research to stem the pandemic. This new 'shocking' campaign conceived by Publicis Conseil and Prodigious not only challenges but also raises awareness.

The images captured before the quarantine depict friends, families, our everyday lives and illustrate the hope projected into the future. The film uses the word 'invest' to show the current urgency for the need for medical research funding. Investing today allows us to continue to live fully our daily lives of tomorrow.

“We are very happy and proud of this mobilisation campaign. Faced with the magnitude of the crisis we are going through, the FRM relays a message of hope, which has come forward with the simple and essential mission of medical research: finding solutions that allow us to return to a ‘normal’ life,” said Denis Duverne, chairman of the Supervisory Board of the Fondation pour la Recherche Médicale. “We are very grateful for the precious commitment of Publicis alongside us, which is a mobiliser in these exceptional circumstances; as well as for the talent of its teams for the development of a strong campaign close to our aspirations.”

“It is true that talking about money in these times of crisis is difficult, but the goal of this campaign is to show that it is not just a call for donations, but an investment that we make as a community. Speaking about ‘normal’ life may be trivial, but when faced with the situation we are going through, today is the most precious thing we need to invest in,” comments Marco Venturelli, president in charge of creativity at Publicis Conseil.