World Health Organization
Do you have Bronchenol?


Patients are sometimes confused by trademarks that are derived from common stems used in International Non-proprietary Names (INN): in other words, safety of patients can be jeopardized if there isn’t a worldwide accepted nomenclature for active substances to be marketed as a pharmaceuticals. The WHO, which has a constitutional mandate to “develop, establish and promote international standards”, closely works with INN experts on the definition of generic names (INN) recognized as public property. However, these efforts remain vain if INN names are not adopted and known worldwide to describe medicines.

Blossom was asked to contribute to the dissemination effort by producing an animated video explaining the need for an INN School able to create an international standard for medicine nomenclature.



Why does any of us really need INN – starting from the assumption that no one working outside of the health field even knows what INN stands for? What would be a typical, concrete daily life situation in which INN is fundamental?

These were among the questions we started asking ourselves to develop our creative concept. In order to be effective, the video needed to portray common situations to which anyone could relate, leaving on the side the more complicated and scholar aspects of the INN research.

We then developed a story in which a traveller in a foreign country cannot find the drug he needs just by asking for it with the name he usually refers to in his home nation. While developing the script for the video, we decided to enrich the visual creative concept with an additional and alternative key of lecture: we would have illustrated the variety of travellers and drug patients by associating them with different animal species. To this end, we have developed various illustrations for the characters participating in the story.

The result is an entertaining video, able to clearly explain the problem while presenting the possible solution.



Blossom developed the motion graphics video from concept development, to script writing, storyboarding, illustrations design and animation, post-production.



The World Health Organization (WHO) is a specialized agency of the United Nations that is concerned with international public health. WHO works worldwide to ensure that a billion more people have universal health coverage, to protect a billion more people from health emergencies, and provide a further billion people with better health and well-being.