Isobar Belgium has won the pitch for the 2020 edition of Tournée Minérale, an initiative by the Belgian Foundation against Cancer and the Flemish centre of expertise on Alcohol and other Drugs inviting all Belgians to stop drinking during the month of February.
Tournée Minérale has become a national institution in Belgium and it will be Isobar’s job to develop a campaign that goes beyond awareness to get as many people to take part in the challenge.
Jonathan Deleener, Communications VAD: “After three years, we felt it was time to come with a fresh approach. Isobar’s recommendation convinced us, with a solution that allows us to activate our local partners and that brings the campaign closer to people. Isobar’s enthusiasm was contagious and we can't wait to see the results.”
Fred Dorsimont, Managing Director Isobar Belgium: “Tournée Minérale is a fun and not to be missed opportunity to encourage positive behaviours. This is exactly why we’ve approached this brief as a behaviour change rather than communication challenge.”