#MixForBoobs NRJ Belgique

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Overview

To raise breast cancer awareness among young Belgian women, NRJ Belgium and Pink Ribbon partnered with Ogilvy Social.Lab for the #MixForBoobs campaign.

The campaign utilized the scratching techniques of DJs to mimic self-examination gestures, resulting in boobs-shaped double vinyl albums. These records featured tracks of the same duration as a breast examination, accompanied by acapella lyrics providing instructions and emphasizing the importance of regular screenings.

Users could create mixes while learning lifesaving gestures against breast cancer. The campaign included a mix of engaging content, a music video with NRJ hosts, artists, and influencers, and a unique online experience. Ogilvy Social.Lab created social content to educate young audiences on self-examination and launched a TikTok challenge to encourage users to mix the records.

Capability

  • Advertising
    PR
    Social
    Health

Team

  • Ogilvy Social.Lab Brussels

Awards

  • Bronze @Effie Awards Europe
    Bronze & Press Awards @BORA - Best Of Reputation Awards
    Gold, Silver, Craftmanship Award @BOCA-Best Of Content Awards
    Silver & Bronze @BOA - Best Of Activation Awards
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