Project date November 2025
Partenamut break-up
Context : Partenamut is one of Belgium’s leading health mutualities, supporting over 1.3 million members across French-speaking Belgium. The brand focuses on prevention and everyday care, helping people make small, positive choices for their long-term wellbeing. The brief was to create a meaningful activation to strengthen Partenamut’s relevance among young adults, by helping those who want to quit smoking or vaping.
Campaign activation
Bonus OOH
Storyboard 30' TV, social media and radio
AOB Night entry - create an activation campaign
Date November 2025What
A preventive activation campaign for Partenamut to help young adults quit smoking or vaping, while strengthening brand relevance and differentiation.
Who
Young adults aged 20–35 in Brussels and Wallonia, who smoke or vape, want to quit (or smoke less), but don’t see clear differences between mutualities.
Why
To make Partenamut stand out as a relevant and supportive health partner for young people, and drive engagement with its new extended smoking-cessation benefits.
Insight
Quitting smoking feels like ending a toxic relationship: people know it’s bad for them, but breaking up is emotionally difficult, even when they really want to.
Idea
Partenamut Break Up : Turn quitting smoking into a symbolic and empowering “breakup,” where Partenamut becomes the healthier partner that supports people through the process with practical tools, emotional encouragement, and accessible benefits.