Pink Ribbon x Play Nostalgie – The Pink Walk 2025 

What we did

As part of its annual The Pink Walk walking campaign, which takes place in May and October, Pink Ribbon wanted to strengthen emotional connection and stimulate participation among the Flemish public. youEngine proposed to the client a unique activation campaign with Play Nostalgie, which was build around authentic storytelling and personal engagement. 

Together with radio presenter Sean Dhondt, youEngine has created an on-air campaign, on Play Nostalgie, inviting listeners to participate in De Roze Mars, by joining Sean’s walking team on the Pink Walk website. For each new team participant, Sean committed to step himself on May 9th an additional 200 meters.  It resulted in a 40 km symbolic walk undertaken by Sean Dhondt - from his home in Berlare to the Play Nostalgie studios on Linkeroever Antwerp - in support of women affected by breast cancer.  

OUR CHALLENGE 

The key challenge was to let the Pink Walk evolve from a walking initiative to an emotional movement that resonates across communities in Flanders. Our campaign aimed to: 

• increase visibility of De Roze Mars; 

• engage new participants and build teams via authentic storytelling; 

• raise awareness for the added value of physical activity for breast cancer prevention; 

• connect new, personal stories to the broader Pink Ribbon mission. 

WHAT THE CLIENT GOT 

A remarkable communication effort on Play Nostalgie, offering both extra reach, participation and credibility to The Pink Walk. Transformation of a personal journey into a collective act of solidarity. 

Thanks to this heartfelt collaboration with Play Nostalgie and its strong public figures, youEngine helped turn steps into stories, and stories into action — proving once again that emotion, media and mission can go hand in hand.