News
← Back to IdeasOgilvy Social.Lab wins gold at The One Show 2022 with #MixForBoobs for NRJ Belgium and Pink Ribbon Belgium
Ogilvy Social.Lab wins gold at The One Show 2022 with #MixForBoobs for NRJ Belgium and Pink Ribbon Belgium, thanks to a successful combination of social and influencer marketing.
On Thursday, May 19th, Ogilvy Social.Lab's campaign #MixForBoobs for NRJ Belgium and Pink Ribbon Belgium was awarded a Gold Pencil in the "Radio & Audio: Brand Partnerships" category at The One Show 2022.
Brussels, September 30th 2022 - In response to the international breast cancer month in October, Ogilvy Social.Lab, NRJ Belgium, and Pink Ribbon Belgium developed #MixForBoobs, an educational campaign to teach women the essential self-examination movements and recognize the nine warning signs of breast cancer.
The campaign is based on a simple, yet previously unknown fact: the scratching techniques DJs use to mix vinyl records are identical to the self-examination movements that all women should know to detect breast cancer. To visualize these techniques, the agency and the radio station enlisted the help of artists and influencers to playfully explain the correct movements on social media, reaching a maximum number of young women. Through a video clip, guides, testimonies from a medical expert, and breast cancer survivors, #MixForBoobs reminds us that breast cancer can strike at any age and highlights the nine warning signs to detect it on time.
The idea of using techniques from the music industry in a playful and useful way to raise awareness among a young audience about breast self-examination through social media and influencers has proven effective and has now been awarded gold. The One Show is the world's most prestigious award show in advertising, design, and digital marketing. For over 40 years, the Gold Pencil has been considered one of the top awards in the creative industry.
Miguel Aguza, Marketing Director at NRJ Belgium, says, "I am very pleased with this result, which is a reward for the work of an entire team that believed in this beautiful idea full of meaning and precision. Together with the agency, the creative team, the NRJ team, and Pink Ribbon, we have worked hard to achieve this result. All these efforts have now been rewarded, and that is fantastic!"
Rob Hill, CEO of Ogilvy Social.Lab, adds, "This victory shows us what we can achieve when we combine original ideas with modern thinking and a strong dose of perseverance. It's a great team achievement."
In addition to the Gold Pencil in the "Radio & Audio: Brand Partnerships" category, #MixForBoobs was also nominated in the "Direct Marketing" and "Health & Wellness" categories.