Strategy
2021–2022
Tournée Minérale
An unsolicited project that became the campaign’s communication platform for two editions.
Client
Univers Santé
Role
Initiator and strategist
The brief
There wasn’t one. Belgium’s alcohol-free February was changing hands in late 2020, and the campaign risked not happening at all. So, with a few friends and colleagues, set out to keep it alive.
The insight
Lockdowns had moved drinking from bars to living rooms, and from occasions to habits. People needed a reason to sign up, and a reason to stay.
The idea
Turn the month into a programme: weekly challenges and talks that gave participants something to do each week, and a way to reflect on their habits together.
What happened
The platform was taken up by Univers Santé and used for the 2021 and 2022 editions, with thousands of participants signing up each year.