We all know Belgians aren’t the most patriotic of all people. That doesn’t mean we as a nation shouldn’t be proud of the Belgian delegation for the Olympics in London 2012. To make sure that we all feel connected with our athletes, the Belgian Olympic Committee wanted Belgians to show their enthousiasm and to cheer their athletes all the way to the podium in London. It is the cheers, the applause that makes athletes to transcend themselves.

To do this, the BOIC and Duval Guillaume Modem created an online platform – www.roadtolondon.be – on which all Belgians are invited to applaud for their favorite athletes. A small effort from each Belgian results in a massive applause from all of us. Because an Olympic effort deserves an Olympic applause. To kick off the campaign we created a TV commercial which is being aired right now.

Or check out www.roadtolondon.be so you can applaud with all of us.

Radio is the perfect medium for every sports fan. Using your cell phone, iPod or car radio, you can follow all the major sporting events wherever you go. This way, you don’t have to miss anything during the Tour de France or the Olympic Games.

To demonstrate this advantage, Radio 1 built small mobile stands where you can follow all the sports commentary live. The stands will be placed on beaches and shopping streets throughout the summer. The perfect opportunity for men to escape from an afternoon of shopping.