Monday September 1st was the start of Belgium's new school year and coincided with the start of the new radio season (during summer, main media in Belgian switch to an alternative summer programme).

Radio 1 wanted to use this momentum to set the political agenda. Being a news radio, their main challenge was to reverse the trend that they followed the agenda instead of setting it.

Education is a topic that involves almost everyone and was therefore the perfect topic for an open discussion.

Radio1 had lost its role as main platform for opinion makers to social media over the past few years. They wanted to use the start of the new radio season (and school year) to regain their status by setting the public agenda instead of following it.

To do this, we created a challenge based on a scientific test for animals from the Max Planck Institute for Anthropology.

We asked people to take a peanut out of a glass pipe. This challenge was filmed and launched the week before school started.

We launched the movie 1 week before the start of the school year and our program 'Radio1 goes back to school', in order to have the conversation started. We kept the conversation going by re-enacting the experiment with the Radio1 presenters during the first week of September.

Immediatly the discussion took off. Even the Education Minister got involved. The campaign was widely spread.

With 1,361,420 daily listeners, 'Radio 1 goes to school' became one of the most discussed and most listened-to Radio 1 broadcasts ever.

Recorded results:

- +250,000 shares

- +47,500,000 people reached

- +10% Facebook fans within one week

Or how one single peanut can induce a lot.