Raise awareness, get parents to engage - via extra calls and website visits - and get press to give free press attention for the ‘Opvoedingslijn’, an advice hotline for parents with out-of-control kids.

To achieve this a few days before Christmas a children’s choir started singing carols in a shopping mall. Could there be anything more adorable? We turned that happy little image upside down pretty quickly. The innocent-looking kids weren’t singing the usual carols. Instead of jingle Bells, the lyrics were changed to reflect drug use, bullying and some other unsavoury habits. The whole stunt was captured in an online film to make it viral and getting people and press to talk. The results were absolutely amazing and it had a big PR-value.

A few days before Christmas a children’s choir started singing carols in a shopping mall. Could there be anything more adorable? We turned that happy little image upside down pretty quickly. The innocent-looking kids weren’t singing the usual carols. Instead of jingle Bells, the lyrics were changed to reflect drug use, bullying and some other unsavory habits. The whole stunt was captured in an online film to make it viral.

The movie immediately went viral: over 700,000 people watched it on YouTube in less than a week. The day after it was released, the bullying children’s choir made it onto prime time TV news on all major Belgian TV channels. All major newspapers ran articles about the misbehaving kids and how the ‘Opvoedingslijn’ can be helpful. Not only the press articles delivered talk-value, it also provided discussion and debate value in all newspapers and a massive amount of blogs. Those responsible for 'Opvoedingslijn' took over 25 interviews. As a result, a lot of parents (re)discovered the hotline, resulting in an amazing 500% increase in calls and website visits. And just as important: 'Opvoedingslijn' is eligible for State subsidy for the coming 3 years.