BOA Awards: Bronze for Serviceplan and the “Killing Me Softly” campaign

Serviceplan Brussels has just won a Bronze award for the “Killing Me Softly” campaign launched this summer with the Belgian association ALS Liga – Ligue SLA. The prize was presented during the Best of Activation ceremony held on 26 November 2026 at ASIAT Park in Vilvoorde.

The campaign ran from 16 to 20 June 2025, ahead of World ALS Day. Its goal was to raise awareness of the disease, whose lack of visibility remains an obstacle to donations.

To achieve this, Serviceplan Brussels placed singer Roberta Flack and her global hit “Killing Me Softly” (Grammy Awards – 1974) at the centre of the campaign. The song title evokes the slow effects of ALS: a degenerative disease that “softly” paralyses motor muscles, “softly” takes away the voice, and “softly” paralyses life, generally leading to death within 33 months after diagnosis, hence its strong resonance with “Killing Me Softly.” 
Paradoxically, Roberta Flack, the first performer of the song before the Fugees, would herself suffer from ALS many years later. She passed away during the project, which had received her support and that of her family.

“Killing Me Softly” was supported by VRT, sound studio Raygun, and production house AKA De Mensen. The campaign included, among other elements: TV and radio spots, as well as a social media activation, particularly on TikTok, offering the possibility of a final duet withRoberta Flack since she had lost her voice. This social component was strengthened by several influencers and artists, such as Marimbros, Giana De Kat, Sean Dhondt, OSKI, Len Neefs, FabioW, Cherine Mroue, and others.

The list of agencies nominated for the BOAs was announced on the 21st of September 2025. Serviceplan therefore returns with a Bronze award in the category Cause or Charity/Non-Profit. As a reminder, in Belgium, nearly 1,000 people live daily with amyotrophic lateral sclerosis (ALS), an incurable disease that causes more than 200 deaths per year. 

Credits:

Client: ALS Liga – Ligue SLA 
Contacts: Evy Reviers, Sander Vanbrussel 
Agency: Serviceplan Group 
CD: Philippe Fass, Myles Lord 
Creatives: Marc Thomasset, Nathalie Strybos 
Copywriter: Jan Denys 
Account Team: Lore Meert, Galia Burech, Sylvie De Couvreur, Kristien Bruyninckx 
Motion Designers: Michiel Jehoul, Justine Depape, Bert Landeloos 
Film Production Company: AKA De Mensen 
Videographer: Cedric Warlop 
Executive Producer: Eline Rousseau 
Producer: Astrid Janssen 
DOP & Editor: Cedric Walrop 
Editors: Bram Vandendriessche, Kieran Van Berckelaer 
Audio Production Company: Raygun 
Music Sync: Raygun 
Producers: Thaïs Van Burm, Lien Ongena 
Sound: Jeremy Vettorel & Brecht Vander Plaetse 
Audio Creative Director: Peter Baert, Toon Jansegers 
Artist: Roberta Flack 
Strategists: An Rietjens, Amber Pelegrin 
Social Media Lead: Mélanie Morales Morales 
Social Media Expert: Jennifer Appelmans