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.