Since the beginning of the pandemic, the Belgian governments are continuously taking action to inform and keep communicating the necessary safety measures to stop the virus from spreading.
The campaign, coordinated by the FPS Chancellery of the Prime Minister on a federal level, is being created in collaboration with the FPS Health and the National Crisis Center and in consultation with all communities and regions, giving their complete consent. It was developed by the agency mortierbrigade together with Volstok and Raygun. The media strategy is based on highly accurate targeting and was developed by mortierbrigade as well, coordinating everything in house up to the media purchase.
Joost Berends, Executive Creative Director and Partner at mortierbrigade:
“The campaign’s purpose is to inform and confirm in an optimistic way, without becoming paternalistic. We clarify what each of us can do to let everyone return to a normal life as quickly als possible. The intention is not simply to tell all Belgians what they must to do. We show the importance of the safety measures and inspire people with hope by connecting the measures to the positive effect on our lives.”
A campaign for the admass with a maximised spread
The first step is to massively remind the population of the key messages:
- respect hygiene measures
- respect social distancing
- respect safety measures
- persevere in the long term and keep calm
These messages should remind everyone to persevere, even though we might be fed up with the situation and despite the beautiful weather. They will be spread through radio and tv commercials, social media, internet banners, posters or screens on public places, in bus shelters, supermarkets, pharmacies, at ATMs, … in all three national languages and in English.
The subtitled tv commercials and minimalistic animation videos contain all guidelines, with the purpose of helping people live up to them today and letting us enjoy life and our loved ones tomorrow. The messages in video, leaflets, on the internet or social media will adopt the style, colors and tone of the messages sent out by the Crisis Center and the FPS Health. This assures a coherent and effective approach for every form of communication the government uses.
A campaign that evolves
In a second phase, the campaign and several messages will be adjusted to the target audiences as well as to the evolution of the pandemic, the measures of the National Safety Council and eventually the gradual reduction of the safety measures. The campaign should be a guide for the entire Belgian population throughout all the phases of this crisis and our fight against the virus.
This means messages directed to certain target audiences will be used, at the request of the regions and communities amongst others, to anticipate specific topics. For example, think of the situation in schools or parks, or the struggle against fake news.
A participatory campaign
The campaign will also be supplemented by other initiatives. The King Baudouin Foundation has mobilized young people to share positive and inspiring testimonies. Moreover, the campaign will be actively supported by the voluntary sector.
Some businesses are supporting the actions of the Belgian governments by giving them free access to their network or by spontaneously funding the campaign. The campaign is now conducted freely on Twitter and Facebook and on the digital screens of Clear Channel, the STIB-MIVB, Tec, Publifer (in stations), Redpharma (in pharmacies) and Febelfin (at ATMs). Carrefour and Colruyt will also spread the campaign in their stores free of charge and many media channels have granted reductions.
Let us all together, governments and citizens, the old and the young, from all parts of the country, share information and give the good example to fight the virus. Let us now persevere to return to the life we knew before the crisis. Take care of yourself and others!