Found in Molenbeek is an online guide full of places to be: the best spots to find delicious food, the best addresses to shop until you drop and the top spots to discover. This creates a strong contrast with the existing idea of a Molenbeek filled with fast food joints and second-rate junk stores. And it's not a guide written in stone, visitors are invited to share their own favorite places and add Molenbeek's hotspots. As such we can start rebuilding Molenbeek's image together with this partially crowd-sourced guide.

With this guide we showed our support for the people of Molenbeek both socially and economically. This didn't go unnoticed by local media who are all too eager to pick up a copy of the guide which in turn resulted in even more promotion for Found in Molenbeek.

To spread the guide both amongst the neighbours of Molenbeek ànd a much broader audience we combined an interactive online approach with a local offline approach:

- On foundinmolenbeek.be anyone can discover Molenbeek's places-to-be, and people who've been there already can add their own favorite spots.

- Additionally a printed version has been distributed in Molenbeek itself, can be ordered on the website and has been handed out to influencers (bloggers, the major of Brussels etc.) as part of our seeding strategy.

- As Found in Molenbeek was launched during the holiday season, we created an extra for the website's visitors: they could download Molenbeek's very own wrapping paper for their gifts.

- Business owners who were added to the guide, received a windowsticker to showcase their popularity. With more and more stickers popping up in Molenbeek, it's become a statement of quality.

- With the campaign still running we currently distributed over 500 books and counting.

- Without any paid media support we amassed over 25.000 mentions on Facebook, 85.000 tweets and earned a place in every national radio station's news bulletin.

- As for the businesses of Molenbeek, we're already working closely together with 30 partners on just for 5 square km.

- Most notably, we changed the conversation: online mentions of Molenbeek in Belgium became increasingly positive. Before we launched our guide, on average only 6% of mentions about Molenbeek were positive. In the weeks following this raised to a staggering 25%.

Molenbeek was still in the picture, but this time in a much more pleasant way.