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De Warmste Schoolbus
For MNM – De Warmste Week, Chams was one of the faces of the Warmste Schoolbus. Over the course of two days, he joined MNM on a tour of several schools to raise awareness around invisible illnesses and open up the conversation on this topic in an accessible way for young people.
Throughout the tour, various activities were organized, including cooking for a good cause, technical workshops, and solidarity activities with students. The project was built around genuine interaction and personal storytelling, allowing the narrative around invisible illnesses to be shared in a natural and meaningful way.
Objectives of MNM
The focus of VRT and MNM was on reaching young people around the theme of invisible illnesses and encouraging engagement with De Warmste Week. They wanted to achieve this through a positive, interactive approach outside of traditional media.
Our Strategy
We placed Chams at the center as a creator, allowing him to capture and share the activities and conversations in an authentic way. His strong presence on Snapchat where he is one of Belgium's biggest creators with high engagement played a key role in reaching and activating a young audience.
Through his own channels, we were able to convince schools to participate, while simultaneously spreading the story around invisible illnesses in a personal and accessible way.
The result was a campaign that combined visibility, engagement, and social impact.
1M+
7.83%
engagement
rate
35K+
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2018 Antwerpen
België
