How do you call serious attention to rape in a way that makes a lasting impression? ?By addressing people when they don’t expect it at all... We invited people to take a hearing test by a fake brand. We developed an actual online test, but changed the beep into the sound of a woman saying ‘no’ (silent and calm to very loud and terrified). At the end of the test we calculated the participant’s result and revealed the key message: “Every NO ought to be heard.” So all you had to do was share your test result in order to spread the word.

It didn’t take long for the press to jump on it: we were covered by the Flemish & French TV news, radio and national & international press. Also a whole debate started on blogs and social media. This resulted in more than €500,000 of earned media, a huge amount for a small country like Belgium! We even reached Joëlle Milquet (the Deputy Prime Minister, Minister of the Interior and for Equalities) who put the topic at the top of our parliament’s agenda.