Webby Awards: Serviceplan Belgium shortlisted as finalist

Serviceplan Belgium is a finalist at the Webby Awards with the campaign “Killing Me Softly” for ALS Liga – Ligue SLA, ranking among the top five projects worldwide in the category Social Campaigns (Fitness, Health & Wellness).

At the heart of the campaign is the song “Killing Me Softly”, performed by Roberta Flack in 1974, whose title echoes the still little-known effects of ALS (amyotrophic lateral sclerosis). Used as the campaign’s anthem, the song illustrates the degenerative nature of ALS: a disease that paralyses motor muscles “softly”, paralyses the voice “softly”, paralyses life “softly”, and leads to death on average 33 months after diagnosis. The singer herself would later become a victim of the disease, losing her voice. She passed away during the course of the project.

Launched on TikTok, the most music-driven social network, the campaign used the DUET feature to allow people to perform one last duet with Roberta Flack, as her voice faded “softly”. Several Flemish influencers and artists took part in the initiative, including Marimbros, Giana De Kat, Sean Dhondt, OSKI, Len Neefs, Fabiow, Kürt Rogiers, Lizz Music and Lotte Heuten. The campaign was also rolled out on television and radio, reaching an even wider audience.

As a reminder, a campaign nominated at the Webby Awards can be rewarded by the jury, but can also receive a People’s Voice Award, granted through public voting (open until April 16). This Belgian campaign can be supported via this link: https://vote.webbyawards.com/PublicVoting#/2026/social/social-campaigns/fitness-health-wellness

Watch the campaign case film here: https://youtu.be/5oX2Tkwxgt0