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PHNX Awards

Creative Award
Paris, France
NRJ Belgium & Pink Ribbon - "Vinyl" by PHNX Awards 2022

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TitleVinyl
Agency
Campaign Mix4Boobs
Advertiser NRJ Belgium / Pink Ribbon
Brand NRJ Belgium & Pink Ribbon
Date of First Broadcast/Publication 2021 / 9
Product Awareness campaign for breast cancer
Business Sector Disease Awareness, Support Groups & Associations
Story Breast Cancer awareness is high amongst older women, but young women often overlook their vulnerability to the disease. To support Pink Ribbon's efforts during Breast Cancer Awareness Month, NRJ Radio tackled this challenge with #MixForBoobs: an impactful social experience leveraging DJ’s techniques to familiarise young women with breast self-examination. To teach the lifesaving gestures, we enlisted the help of artists and influencers who demonstrated each movement on specially created boob-shaped vinyl records. With a 7K€ media budget, the campaign achieved 21M global reach, 99% positive sentiment on social media and an earned media value 112X higher than the invested budget .
Media Type Packaging, Branding & Design
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