EVERY 16 MINUTES

ClientBELGIAN FOUNDATION AGAINST CANCER
Category B03. Native Advertising
TitleEVERY 16 MINUTES
Product/ServiceBELGIAN FOUNDATION AGAINST CANCER
Entrant HAPPINESS BRUSSELS / AN FCB ALLIANCE, BELGIUM
Idea Creation HAPPINESS BRUSSELS / AN FCB ALLIANCE, BELGIUM
Production THINKNTALK Brussels, BELGIUM
Credits
Name Company Position
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

View Script

Write a short summary of what happens in the radio or audio execution or campaign.

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.

Explain how the work innovatively used the radio / audio medium.

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 - every 16 minutes.