Belgium is very traditional when it comes to branded content. The media are still dominated by the traditional 30 sec. commercials and billboards, there is some sponsoring and we see product placement in typical programs like cooking shows. There have been several attempts to do Branded Entertainment shows, but they all failed.

We wanted to get attention from a large audience for a problem that typically strikes the very old. By creating a dementia choir and letting them show another image of dementia as support act of Muse, we were able to obtain our objectives whilst staying close to the DNA of radio station Studio Brussel and their slogan ‘Life is Music’.

NOTE: Things in Belgium are always a bit more complicated. Numbers in these results are about the Flemish-speaking part, that has about 6.3 mio inhabitants.

This unlikely adventure was the topic most talked about for a week. Research by the Centers of Expertise on Dementia in Flanders revealed that 67,5% of all citizens of Flanders (12-79y) saw the campaign.

The day of the concert was by far the day most people listened to radio station Studio Brussel (more than 1mio on a total of 6 million Flemings) during the whole Music for Life week. Stubru.be was visited by more than 75.000 unique visitors the day of the show and the next day - a top 3 record in Belgian radio history. The hashtag #mfl 12 was a trending topic on twitter during the show of the Betties.

75% of all Flemings knew that Music for Life’s theme was dementia.

50% of the post-campaign survey-respondents are willing to actively help break the taboo on dementia.

From the people who saw the campaign, 75% says that people with dementia are common people like you and me.

In the 3 months after Music for Life, 65% of all Flemish retirement homes requested our starter’s kit on music therapy.