Even though it was broadcasted only on one medium, we were present in a lot more. Other TV channels took to the footage to show it in their news programs. The radio stations reported it and even two of them did a special in depth reportage about women on the run without that we asked. The press covered the action as well.In total we had a PR return of investment of 350%. On the online platform we got a very positive feedback from customers.The radio listeners increased by 200% during that period.. During 6 days and 5 nights 3 DJ’s played your favourite song in exchange for a donation. Music for life was a huge success. In 6 days time, 3.5 million euro was raised. A giant amount for a small country.

The original series starts with the opening credits showing all the actors, and a song that is all about ‘home sweet home’. We took the same graphics, and the song but the images were taken from footage that we shot in Oeganda, we created 5 different opening credits, where people could follow 5 mothers on the run. When the viewers of ‘thuis’ were all set to watch their favorite show, instead of seeing the normal credits, the viewers saw our opening credits. We also created an online platform where we aired in depth documentaries showing how they lived and try to survive.

The yearly Belgian charity event ‘music for life’, organised by radio station Studio Brussels and the Red Cross, this year was all about mothers on the run. Today, millions of mothers and children need to escape due to violence and war. They are left homeless without care and help. We needed to do something more impactful than just showing these terrible images in a tv spot, since they do not longer touch western people. There is a certain fatigue, and it is so far away. We needed to bring this subject home, and infiltrate in people’s daily lives.That we took quit literally, we decided to do something with Belgium’s most watched tv series ‘thuis’ (= dutch for ‘home’ ). “Thuis” is a series like ‘neighbours’ and it’s all about families and their households. It is watched by a million viewers every day. It is part of life.