Prior to the TV campaign, online teasers were distributed through blogs and community websites, generating traffic to www.flaaf.be, where visitors could download ringtones and video content. Thanks to the newsworthiness of the subject, the virals were picked up by the Dutch NOS news. F.L.A.A.F. also ‘hacked’ into a broadcast of TMF Reaction and the programme’s website.

When news emerged that the entire crew had been arrested outside the NATO headquarters in Brussels during filming, television and online channels were alerted in order to generate renewed awareness.

The number of firework victims treated in hospital emergency rooms around New Year 2009 was 31% down on the previous year.

The campaign received extensive press coverage and is estimated to have been seen online and offline by roughly 11 million people.