Belgium 2019, the perception of muslims in Belgium was at an all time low. The constant news reports that high profile Islamic terrorists, responsible for several attacks in Europe, had operated from Belgium, fueled a widespread fear and hatred towards muslims.
As a public broadcaster, Studio Brussel felt the need to bring some much needed perspective to the narrowmindedness. We did so in a way that fits the brand: through music.
Getting native Belgians and immigrants to find a common ground doesn’t just happen overnight. We didn’t just create a campaign, we created a full fledged radio show that aired every week during ramadan, starting at sundown (the iftar). We called it: Ramadamadingdong.
Its purpose was to bridge the gap between Belgian natives and the Belgians with foreign roots. It was hosted by 3 Belgian-born Moroccans with a humoristic and modern view on life. During the show they tackled taboo topics and invited famous Belgians to fast with them during the day and join them for ‘Iftar’ at sundown. They also answered questions from listeners and gave insight into the life of modern muslims.
The radio show proved how entertaining, enriching and important cultural diversity is.