This unlikely adventure was the topic most talked about for weeks. Research revealed that 67,5% of all citizens of Flanders (12-79y) saw the campaign.

75% says that people with dementia are common people like you and me. 87% of the people who saw the campaign says that it broke the taboo about dementia. Twice as much people think media report positively on dementia after the campaign. In the 3 months after Music for Life, 65% of all Flemish retirement homes requested a starter’s kit on music therapy.. 1 in 3 people declares to have talked about dementia to their relatives as a result of the campaign.

We wanted to use the perfect format to show a real, authentic story: the documentary. In a unique 4-part documentary aired in prime time we told the story of The Betties: the ups and downs they go through, how relatives deal with the disease, the music therapists at work... And of course the rehearsals for their act. This way people got to know the disease better and how the people behind it experience it. Every episode was watched by over 1.2 million people. The highlight was opening for Muse in Belgium’s largest concert venue, supported by their family.

Business objective: Show the engagement of Studio Brussels towards society.

Marketing objective: Change the perception around dementia in both media and the thoughts of the general audience. Give music therapy a boost.

Communication Objective: Activate the conversation around dementia.

Target audience: Studio Brussel is an alternative music channel with a market share of 12%. We wanted to reach an audience far beyond this, without leaving behind the typical Studio Brussels DNA that’s best summarized through their baseline 'Life is Music'.

Insight: Your musical memory is stored in the back of the brain and is therefore affected last. Music has an important therapeutic effect on people with dementia

The big idea of this campaign was to gather a group of people with dementia, teach them in 3 weeks time the song ‘Follow Me’ by Muse and let them perform under the name ‘The Betties’ as support act for one of the world’s most popular bands: Muse.