The One Show
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Category
Brand Partnerships
Annual ID
OS22_RA007G
About the Work
Breast cancer awareness is high amongst older women, but youngsters often overlook their vulnerability to the disease: to support Pink Ribbon, NRJ Belgium challenged us to raise awareness among young Belgian women who do not feel concerned.
90% of cases are discovered by the patient herself: self-examination is the first lifesaving step against breast cancer. As few women know how to execute a self-exam, we decided to stress the importance of getting to know the right gestures from an early age and teach our unconcerned young audience how to perform self-palpation using the codes of the music industry.
Introducing #MixForBoobs: starting from the observation that scratching techniques used by DJs to mix on vinyl decks are identical to the self-examination gestures, we produced boobs-shaped double vinyl albums. These records contain four tracks whose duration reflects the time needed for each movement. Next to the tracks, acapella lyrics act as instructions for use while stressing the importance of regular screening. This allowed anyone to create their mix with the records, while learning lifesaving gestures against breast cancer.
A first mix kicked off the campaign with its own music video featuring NRJ hosts, artists and influencers supporting the cause. Afterwards we took users through a unique digital experience bringing the records online: we created social content to raise awareness around self-examination and educate our young audience to perform the right gestures. A TikTok challenge encouraged users to mix the records.
#MixForBoobs resonated across Belgium and beyond with a 21M global reach. It was endorsed by DJs creating their own mixes, the Minister of Health and influencers leading to a 18M organic reach on social. It spread across our audience reaching at least 40% of Belgian women over 18. #MixForBoobs generated an estimated earned PR value of 2,096% above the invested budget.
90% of cases are discovered by the patient herself: self-examination is the first lifesaving step against breast cancer. As few women know how to execute a self-exam, we decided to stress the importance of getting to know the right gestures from an early age and teach our unconcerned young audience how to perform self-palpation using the codes of the music industry.
Introducing #MixForBoobs: starting from the observation that scratching techniques used by DJs to mix on vinyl decks are identical to the self-examination gestures, we produced boobs-shaped double vinyl albums. These records contain four tracks whose duration reflects the time needed for each movement. Next to the tracks, acapella lyrics act as instructions for use while stressing the importance of regular screening. This allowed anyone to create their mix with the records, while learning lifesaving gestures against breast cancer.
A first mix kicked off the campaign with its own music video featuring NRJ hosts, artists and influencers supporting the cause. Afterwards we took users through a unique digital experience bringing the records online: we created social content to raise awareness around self-examination and educate our young audience to perform the right gestures. A TikTok challenge encouraged users to mix the records.
#MixForBoobs resonated across Belgium and beyond with a 21M global reach. It was endorsed by DJs creating their own mixes, the Minister of Health and influencers leading to a 18M organic reach on social. It spread across our audience reaching at least 40% of Belgian women over 18. #MixForBoobs generated an estimated earned PR value of 2,096% above the invested budget.
2022 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Ogilvy Social.Lab / Brussels
Client / Brand
NGroup
Art Director
Clémentine Bailly
Copywriter
Marine Quéré
Director
Lisa Carletta
Director of Photography
Romain Ferrand
Executive Creative Director
Jan Teulingkx
Gabriel Araujo
Photographer
Lisa Carletta
Producer
Sofie Van de Wauwer
Account Director
Sabrina Schuller
Chairman
Aimé Van Hecke
Program Manager
Nathalie Delporte
Creative Team
Antoinette Ribas
Gregory Ginterdaele
Chief Client Officer
Christophe Crasselts
Communication Executive
Fiona Gillen
Creative Manager
Gabriela Toader
Design
Rebecca Vallicon
Xavier Vanderplancke
Editing
Hyper Film
Head of Communication
Laure di Francesco
Head of Digital
Solenn Bouw
Head of Media
Mathieu De Moor
Head of Music
Khalid Boussouf
Influence Director
Stefan Bisoux
Junior Strategic Planner
Beatriz Chufani
Victoria Van Wymeersch
Marketing Director
Miguel Aguza
Marketing Manager Nostalgie & NRJ België
Sofie Callewaert
Production (Vinyles)
Frank Machtelinckx
Marianne DeMeuleneire
Regional CCO
Pete Case
Senior Account Executive
Alyssia Cnudde
Senior PR Account Manager
Laura Verbeelen
Senior Social Media Strategist
Reginald Forrest
Senior Strategic Planner
Julie Frederickx
Social Media Campaign Manager
Nicolas Dewael
Social Media Strategist
Inès Banga
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