The project is sponsored by the businessman Marc Coucke, member of the board of directors of the company Omega Pharma.
Between 2007 and 2009, he had his own 'conversation' program at Canvas called Nooitgedacht (Never Thought), a series of 30 in-depth conversations with notable guests, including Wilfried Martens, Guy Verhofstadt, Louis Michel, Philippe Claudel, Kamagurka and Liesbeth List.