We launched a national appeal with the new claim “Everyone takes care of everyone”. How? By showing the ultimate form of solidarity: people with a disability asked support, not for their own condition, but for people with other disabilities. Their selflessness inspired the whole nation.

In an attempt to let listeners ‘warm up’ for Music For Life, we invited them to the Warmathon. An event where runners could run for the good cause.

By showing the ultimate form of solidarity : people with a disability asked support, not for their own condition, but for people with other disabilities. Their selflessness inspired the whole nation and became a symbol of hope and strength.

We started with a series of testimonials in two beautiful tv commercials. The people were also featured in short online documentaries. An outdoor campaign made the appeal complete.

The campaign symbol became an iconic object which was used by people to show their support.

We obtained a maximum reach by strategic use of content, radio and print.

The results were overwhelming. Flanders donated a staggering amount of € 5.102.730. The testimonials became frontpage news and were featured double paged spreads in the national press. Music For Life reached 84% of all Flemish people. In total: 3.345 charity events organized and 1045 charity organizations registered

Warmathon: Flanders ran the world 4,5 times to raise money.

The campaign symbol - the pin - got 95.000 times sold. It was worn on Belgium’s most watched program “De Slimste mens” (1.2 million viewers) and by chef Jeroen Meus (700.000 viewers) Making the campaign symbol visible to the whole of Flanders