NRJ
About NRJ
The work made for NRJ runs to 1 verified project since 2021 — mostly Campaign, Awareness and Strategy. Most of it comes from 2 teams, including Social.Lab and Studio Plastac. The people who work most often on NRJ projects include GREGORY GINTERDAELE, Loys Assal and Anja Spriet.
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NRJ X Pink Ribbon - MixForBoobs
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. https://ogilvy-sociallab.be/cases/mixforboobs/
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