Scheldestraat /
Rue de l’Escaut 122
1080 Brussels, Belgium

T. +32 2 421 22 00

The National Cry for Help

How do we raise awareness for child poverty on a national level?

Our client gave us a call.

One out of ten Belgian children is born in poverty. The Child Poverty Fund battles this problem. They asked us to come up with a powerful message to make parents more aware of this problem and to gather more donations.

So we made this happen.

What sound is more powerful than babies crying? That’s why we interrupted every Flemish TV and radio channel simultaneously during prime time with this unexpected ‘noise’. And we took people in public places by surprise. The call to action: support the battle against child poverty in Belgium.


And this was the result.

In no time, this campaign was the talk of the town. And in just two days 350,000 euro was raised.


Concept Michiel Baeten & Frédéric Delouvroy
Creative director Sebastien De Valck & Arnaud Pitz
Account handling Florien Vanderperren & Sandra Wille
Radio production Nicolas Van Poecke
Video production Nicolas Van Poecke