Title	LOOK TWICE
Brand	VERMISSTE KINDER
Product/Service	CHARITY
Category	B04. FUNDRAISING, CHARITIES, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS
Entrant Company	THJNK Hamburg, GERMANY
Advertising Agency	THJNK Hamburg, GERMANY
Advertising Agency 2	ACHTUNG! Hamburg, GERMANY

Name	Company	Position
Armin Jochum	Thjnk Ag	Chief Creative Officer
Mirko Kaminski	Achtung! Gmbh	Chief Creative Officer
Bettina Olf	Thjnk Ag	Executive Creative Director
Nicolas Schmidt/Fitzner	Thjnk Ag	Art Director
David Lasar	Thjnk Ag	Art Director
Jan/Hendrik Scholz	Thjnk Ag	Copywriter
Florian Kruse	Thjnk Ag	Account Manager
Meike Freymuth	Thjnk Ag	Account Manager
Ralph Teichmann	Thjnk Ag	Agency Producer

The Campaign

Every year in Germany more than 100,000 children are reported missing. To speed up the search process and to make it more efficient, we launched a unique campaign, “Deutschland findet euch”, in 2011. We used Facebook to give everyone the opportunity to play an active role in the search. Every day the search party looks at the pictures of missing children on the notices published on our platform to compare them with children seen on the streets. Our aim was to demonstrate that our platform helps to find missing children – especially to people who are not “digital natives”. We thus created a unique installation that transforms website functionality onto a billboard. To do this, we removed the polarisation filters from normal television screens and used them in our billboard. Only by looking through our Facebook page (Billboard) could people see what was invisible before: the missing children. Journalists, editors, bloggers and many others shared our installation across the Web. Within a few days, “Deutschland findet euch” again became the topic of conversation for the whole country. But something far more important happenend: the search team grew bigger. And today, with over 240,000 helpers on Facebook alone, “Deutschland findet euch” is the world’s largest network for tracing missing children.

The Brief

Our aim was to literally open people’s eyes regarding our topic to generate more helpers for our platform. Therefore we demonstrated that our platform really helps to find missing children – especially to people who are not “digital natives”.

Results

With one billboard and three used flatscreen TVs we managed to generate over 6,000,000 contacts within the first weeks, and made our platform and mission the talk of the country. And even more important: our installation raised the number of active helpers on our platform by an incredible 15,000 people. Important, because every one of them can make a difference when it comes to finding a missing child.

Execution

With a very limited budget of just one billboard and three used flatscreen TVs we created an installation that made it into national TV news, several newspapers around the country and was featured on countless blogs and Facebook profiles.

The Situation

Every year, more than 100,000 children are reported missing. An unpleasant topic, which people tend to ignore. But whenever a child disappears it is important to find it as soon as possible. And the more people who help with the search and keep their eyes open, the better are the chances of finding the missing children. Each single helper can make all the difference.

The Strategy

Since there was a very limited budget, we had to come up with an idea that was cheap to realize – but so impactful, that the press and the people would pick it up and spread it across the country.