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The passion

The Passion is a live musical that tells the story of the last week in the life of Jesus. During the live show, thousands of people march in the streets to reflect on what religion means for them. The 2 million viewers of The Passion walked along with a virtual procession online and wrote messages about the impact religion had on their lifes. During the TV-show 25.000 people walked together virtually and over 10.000 viewers contributed very personal messages.


Toch gaaf dat zoveel mensen op deze manier de kern van het christelijk geloof mee krijgen. God is liefde! #ikloopmee #thepassion
— Jiska Van Dijk / @jiskaaaxxx

Key learnings

Create meaningful actions when calling your viewers

  • A great call to action requires an action that is meaningful
  • The online action should also resonate with the content and culture of the TV-show
  • Your viewers can deliver great content when their boundaries are limited.
  • Getting your live content online, in the highest quality and trimmed for the web, should be done as fast as possible

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