To raise breast cancer awareness among young Belgian women for NRJ Belgium and Pink Ribbon we launched the #MixForBoobs campaign.

We came up with the idea to use the scratching techniques of DJs to mimic self-examination gestures, resulting in boobs-shaped double vinyl albums.

These records featured tracks that have 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.

Thanks to Petra De Roos for choosing our campaign 🙂

AWARDS

•  The One Club Gold Radio & Audio / Gold Brand Partnership
• AMMA Awards Best use of native & content
• CBA Silver Brand activation / Siver PR / Silver Social Behaviour
• PHNX Awards Gold Awareness / Gold Integrated/ Siver PR
• Cannes Shortlist Culture & Context > Social Behaviour / Shortlist PR
• Gerety Awards Bronze at Gerety in the Health Cut
• Effie Awards Europe Bronze
• BORA Bronze & Press Awards
• BOCA Gold / Silver / Craftmanship Award
• BOA Silver / Bronze

CREDITS