Creative strategic solution:Launching central theme of the campaign: I’M STILL HERE (.com) in different kinds of media.

The spectacular kick-off to the campaign took place during an edition of the extremely popular TV program, the Derek Ogilvie show. Derek Ogilvie is someone with a paranormal gift, and able to communicate with the deceased. During his show he makes contact between members of the audience and loved ones they have lost. To do this, he needs to check specific information from the deceased with the audience. During this broadcast, when he is checking some information, it suddenly turns out that the assumed lost friend is still alive! Nobody, except for Derek and the man in the audience, was aware of this stunt. So this painful moment was a real bombshell for everyone watching the show.

Results:As a result of the campaign, a huge social discussion started on all different kinds of levels. There was an overwhelming interest from all kinds of media for the issue, online blogs took over moments after the show and started thread discussions, and special items in talkshows took place discussing the matter, resulting in people starting to think, talk and form opinions about this (anti)social behaviour.

Facts of campaign: (n=502) Broke a taboo: 71%.Aware of the issue: 70%.Feel the urgency of staying in touch: 90% (+14%).