A famous 1991 editorial in De Standaard read: "Moeten we ziekte en dood verkopen als een aflevering van 'Dallas'? Voorlichting is geen reclame." (Must we sell sickness and death like an episode of 'Dallas'? Public information is not advertising.)
It was the media strategist who argued for entertainment. He created a short comedic sketch featuring the popular comedian Urbanus (who had a hit TV special in 1991). In the sketch, Urbanus tries to convince his friends to let him drive because he had "only two beers"—slurring his words and almost walking into a lamppost. The twist: he wasn't drunk, just clumsy. But the friends still took his keys. A famous 1991 editorial in De Standaard read:
In 1991, a landmark episode titled "De Verkeerslichten" (The Traffic Lights) was co-written with the (BIVV/IBSR). The episode featured Gert teaching Samson the difference between red and green lights—set to a catchy song. Within weeks of broadcast, road safety tests among Flemish children aged 4-7 showed a 40% improvement in comprehension. He created a short comedic sketch featuring the
By weaving critical information about road safety, health, and social welfare into the very fabric of entertainment and media content—from chart-topping pop songs to beloved comic books—Belgium created a participatory culture of awareness. The teenager watching Postbus X , the child laughing at Samson en Gert , the adult humming Clouseau's latest hit—all were, unknowingly and yet willingly, becoming better-informed citizens. But the friends still took his keys