Studio Brussels Outdoor CHILD IN THE MIRROR by Mortierbrigade Brussels

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Industry Charities, Foundations, Volunteers
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Belgium
Agency Mortierbrigade Brussels
Executive Creative Director Joost Berends, Jens Mortier, Philippe De Ceuster
Art Director Sebastien De Valck
Copywriter Arnaud Pitz
Producer Patricia Van De Kerckhove
Released July 2011

Credits & Description

Category: Bars, Restaurants & Stores, etc.
Product/Service: MUSIC FOR LIFE
Executive Creative Director: Jens Mortier/Joost Berends/Philippe De Ceuster
Copywriter: Arnaud Pitz
Art Director: Sebastien De Valck
Advertiser's Supervisor: Peter Claes/Jan Van Biesen/Gunther Van Acker
Producer: Patricia Van De Kerckhove
Planner: Vincent D’halluin
Planner: Vincent D’halluin
Other Credits: Graphic Designer: Laurent Lejeune

Ambient Execution Description
Music For Life, the yearly charity event organized by radio station Studio Brussels and the Red Cross was this year all about diarrhea.

Diarrhea kills 1.500.000 children in the third world every year. It’s the biggest cause of death amongst children between 0 and 5 years old.

Diarrhea is caused by a lack of sanitation and clean water.

The objective was to engage young and old over a period of three weeks and have them respond with donations.

To communicate this, we transformed the toilets of an event hall.

People went to the bathroom and then washed their hands.

When they looked in the mirror, they faced a little boy.

Without toilet, without sink, without clean water.

Then the boy showed this message: “Because of the lack of sanitation, diarrhea is the number one cause of death among children. Support Studio Brussels’ music for life”

This content was used in a TV commercial and put online. And helped to sensitize the
Belgian people and raise money for sanitary installations.

We confronted Belgians with the theme ‘diarrhea’ in a clean Western restroom, and asked them to engage and respond with donations.

This outdoor stunt was part of a campaign that engaged the Belgian people and helped to raise money.

The response:

Music for Life was bigger than ever.

The Belgian people raised 7.142.716 euro.

42% more than last year’s record.