This radio spot interrupted the broadcast of every radio station in Belgium simultaneously, and literally took over every radio station for one whole minute. That way, it was impossible to escape our message by switching radio stations.

Using the sound of numerous babies crying for help was a strong way to make noise and wake up our target audience. But we wanted to go even further and touch the hearts of the entire Belgian population. That’s why we took over the media on all fronts. On 16 October - World Poverty Day - every media group in the country got together and broadcast the BABIES AGAINST POVERTY’s cry for help on all radio channels simultaneously. That way, when people changed channels on their radio because they couldn’t take the sound of crying babies, they heard the same crying babies.

Immediately after the cry for help was broadcast simultaneously on all TV and radio channels, the broadcasters received countless reactions through their social media channels. The Child Poverty Fund got media attention in multiple national news reports, was the subject of articles in every national newspaper, was featured on numerous blogs and websites and got talked about on several TV shows. After only 2 days of the campaign, the fund raised more than 350,000 euro.