This print run of 500,000 copies was the largest single voorlichting campaign in Belgian history. It blended the of a soap opera with the media content of a textbook.
Programs like Rad van Fortuin (Wheel of Fortune) became massive hits, proving that the Belgian public had a high appetite for "pure" entertainment that lacked the traditional educational undertones of the 70s and 80s. This print run of 500,000 copies was the
debuted on VTM. It has since become the longest-running soap in Belgium, still airing today. VTM Soundmixshow debuted on VTM
Next time you watch a TikTok explainer about climate change or a YouTube video breaking down Belgian politics, remember 1991. That was the year Belgian broadcasters realized that voorlichting isn’t about talking at people—it’s about talking with them. And a little entertainment makes the medicine go down. That was the year Belgian broadcasters realized that