Abstract
Ondas Rosa is a multisensory sound campaign that reinterprets breast cancer awareness through sound pauses using Dolby Atmos. It includes pieces for on-air , social media, and Spotify content that encourages emotional well-being through sound.
Description
In October, most breast cancer campaigns repeat a visual and medical formula. Ondas Rosa was born to propose something radically different: a sound experience that reconnected people with their bodies, their emotions, and their breathing, using the healing power of sound.
Conceived and produced by the NBC audio team, the project combined immersive sound design in Dolby Atmos with a clear emotional intention: to speak not from fear, but from calm and well-being. The concept was developed from scratch, including the name “Ondas Rosa” which replaces the already saturated “Pink October” (octubre Rosa) with a softer, more intimate, and feminine sonic identity.
The campaign included:
- Two on-air pieces that functioned as sound pauses in a schedule full of stimuli.
- Two pieces for social media, visually and sonically adapted for the digital experience.
- Capsules on Spotify, created as immersive soundscapes to accompany moments of relaxation and body awareness.
All pieces were designed with a clean, emotional sonic language, without directive voiceovers or invasive music. A QR code was added to the on-air pieces to redirect users to the extended experience on Spotify, expanding the listening ecosystem.
Ondas Rosa represents a new way of creating health campaigns: more empathetic, sensory, and powerful. It shows how sound design, when put at the service of emotional health, can be a tool for prevention, relief, and human connection. The campaign was very well received within the channel, and there are plans to extend it in future phases. This first installment marks a milestone in how sound can be experienced as a channel for well-being.
ISA Entrant: NBCUniversal Networks International
Project Video
