Soft sponsoring CMC leads to positive effects

The new medical drama series CMC presented a promising opportunity for seven health funds to get recognised by RTL 4's viewers. This soft sponsorship was powered by The Dutch Lottery ‘De Vriendenloterij’, an organisation supporting a various range of charities. Each fund received a medial storyline processed in one episode. Research agency Motivaction measured the effects, which were extremely positive. The soft sponsorship led to an increase in knowlegde and awareness about various conditions among the viewers. Click on the video to find out more.