Title | EVERY 16 MINUTES |
Brand | BELGIAN FOUNDATION AGAINST CANCER |
Product/Service | BELGIAN FOUNDATION AGAINST CANCER |
Category |
G04. Social Behaviour & Cultural Insight |
Entrant
|
HAPPINESS BRUSSELS / AN FCB ALLIANCE, BELGIUM
|
Idea Creation
|
HAPPINESS BRUSSELS / AN FCB ALLIANCE, BELGIUM
|
Production
|
THINKNTALK Brussels, BELGIUM
|
Credits
Didier Vander Steichel |
Stichting Tegen Kanker / Foundation Against Cancer |
General Director |
Isabelle André |
Stichting Tegen Kanker / Foundation Against Cancer |
Communication & Services Manager |
Stéphanie Demunck |
Stichting Tegen Kanker / Foundation Against Cancer |
Team Leader Communication |
Gert-Jan Loix |
Stichting Tegen Kanker / Foundation Against Cancer |
Campaign Coordinator |
Karen Corrigan |
Happiness / An FCB alliance |
Executive Creative Management |
Geoffrey Hantson |
Happiness / An FCB alliance |
Chief Creative Officer |
Philippe Fass |
Happiness / An FCB alliance |
Creative Director |
Tadas Maksimovas |
Happiness / An FCB alliance |
Concept Provider |
Chirstopher Ross-Kellam |
Happiness / An FCB alliance |
Concept Provider |
Pascal Kemajou |
Happiness / An FCB alliance |
Group Account Director |
Isabelle Koelman |
Happiness / An FCB alliance |
Strategic Director |
Marcia Van Camp |
Happiness / An FCB alliance |
Account Manager |
Zoé Storme |
Happiness / An FCB alliance |
Account Executive |
Catherine Quadens |
Happiness / An FCB alliance |
Copywriter FR |
Stéphane Opdenbosch |
Happiness / An FCB alliance |
Copywriter FR |
Dee Verwaetermeulen |
Happiness / An FCB alliance |
Copywriter NL |
Remke Faber |
Happiness / An FCB alliance |
Head of Motion |
Simon Schuurman |
Happiness / An FCB alliance |
Motion Designer |
Bart Vande Maele |
Happiness / An FCB alliance |
Producer |
Chris Chirstoffels |
Think N Talk |
Sound Director |
Write a short summary of what happens in the radio advert
The Belgian Foundation Against Cancer's mission statement is: Turning hope into victory.
Indeed, thanks to the tremendous amount of money and effort that has been put into cancer research over the years, we can now proudly say that in Belgium, every day, 90 people get to hear the good news that they've beaten cancer.
90 people per day, that is one person every 16 minutes who beats cancer.
A beautiful reason to interrupt the radio programmes with good news... every 16 minutes.
Which we did, in collaboration with Radio NRJ.
At the start of Cancer Month, we gave cancer survivors the opportunity to each give their piece of good news on the radio channel.
Every 16 minutes, a cancer survivor interrupted the songs, the weather forecasts, the radio programmes, etc. with their message of hope... turned into victory.
Script. Provide the full radio advert script in English.
Every cancer survivor gave the following message in their own words:
Hello, I am (name of cancer survivor), and it is now my turn to give the good news that every 16 minutes, someone in Belgium hears that they've beaten cancer.
Someone like me.
Turning hope into victory, the daily fight of the Foundation Against Cancer.
Also for me.
Describe the creative idea / insights (30% of vote)
The Belgian Foundation Against Cancer's mission statement is: Turning hope into victory.
Indeed, thanks to the tremendous amount of money and effort that has been put into cancer research over the years, we can now proudly say that in Belgium, every day, 90 people get to hear the good news that they've beaten cancer.
90 people per day, that is one person every 16 minutes who beats cancer.
A beautiful reason to interrupt the radio programmes with good news... every 16 minutes.
Which we did, in collaboration with Radio NRJ.
At the start of Cancer Month, we gave cancer survivors the opportunity to each give their piece of good news on the radio channel.
Every 16 minutes, a cancer survivor interrupted the songs, the weather forecasts, the radio programmes, etc. with their message of hope... turned into victory.
Describe the strategy (20% of vote)
The Belgian Foundation Against Cancer's mission statement is: Turning hope into victory.
Thanks to the tremendous amount of money and effort that has been put into cancer research over the years, we can now proudly say that in Belgium, every day, 90 people get to hear the good news that they've beaten cancer: that is one person every 16 minutes.
A beautiful reason to interrupt the radio programmes with good news... every 16 minutes.
It's one thing to interrupt the radio programmes with advertising.
Usually, at that point, listeners automatically switch off their attention.
It's another thing to interrupt radio programmes with breaking news.
Usually, at that point, listeners tend to... listen.
So, every 16 minutes, it has been great to allow different cancer survivors to interrupt the radio programmes, the songs, the weather forecasts, etc. to announce that someone's beaten cancer.
Catching that way the full attention of listeners with this beautiful message of hope turned into victory - every 16 minutes.
Describe the execution (20% of vote)
In Belgium, every day, 90 people get to hear the good news that they've beaten cancer: that is one person every 16 minutes.
So, every 16 minutes, a cancer survivor interrupted the songs, the weather forecasts, the radio programmes, etc. with their message of hope... turned into victory.
They all gave the following message, but in their own words:
Hello, I am (name of cancer survivor), and it is now my turn to give the good news that every 16 minutes, someone in Belgium hears that they've beaten cancer.
Someone like me.
Turning hope into victory, the daily fight of the Foundation Against Cancer.
Also for me.
List the results (30% of vote)
We reached 8% of all Belgian listeners.
But more importantly, they each heard more than 7 messages of hope during the course of the day.
And, as stated above, it's one thing to interrupt the radio programmes with advertising, at which point listeners usually switch off their attention. But it's another thing to interrupt radio programmes with "breaking news", at which point listeners tend to... listen.