Title	KEEP HOPE ALIVE
Brand	CHILD FOCUS
Product/Service	CHILD FOCUS IS THE BELGIAN CENTER FOR MISSING CHILDREN.
Category	B03. Use of Outdoor
Entrant	THESE DAYS Antwerp, BELGIUM
Idea Creation	THESE DAYS Antwerp, BELGIUM
Media Placement	MEDIACOM Brussels, BELGIUM
Production	THESE DAYS Antwerp, BELGIUM
Additional Company	THE BLACKBOX.ORG Zoersel, BELGIUM

Name	Company	Position
Dirk De Pover	Child Focus	Communication Manager
Pieter Staes	These Days	Creative Director
Manuel Ostyn	These Days	Creative Director
Jolien Tuyteleers	These Days	Copywriter
Kate Bellefroid	These Days	Art Director
Inge Vanhees	These Days	Designer
Max Heirbaut	These Days	Design Director
Tallita Ortiz de la Torre	These Days	Strategy
Jentina Van Eynde	These Days	Account Manager
Cedric Joris	These Days	Account Manager
Sam Serrien	These Days	CTO
Stijn Janssen	These Days	Solution Architect
Sven Lemmens	These Days	Front-End Developer
Veerle Struyf	These Days	Developer

The Campaign

To keep hope alive, we literally brought the original posters of six long-term missing children to life. Using a 3D mask technique, we brought natural movement to the pictures, from eye movements and blinking to larger movements and facial quirks. Turning these mostly ignored portraits into gripping confrontations on social media and digital billboards. Thanks to the autoplay function on Facebook and Twitter, these search messages first looked like a standard picture post of a missing childrens' poster, but after a few seconds they suddenly started moving.

Creative Execution

Using a 3D mask technique, we brought natural movement to the pictures, from eye movements and blinking to larger movements and facial quirks. In social we used the autoplay function of video. By making our video look like it was a still poster for a missing child, viewers were surprised when the image suddenly started moving. The same system was applied in hundreds of digital bilboards in major train stations in Belgium and subway stations in Brussels. By adding sudden movement to the original posters we surprised people and made them pay attention to the missing children again. Viewers were directed to a separate webpage for each missing child, where they could read more about the disappearances and also share the search messages.

The campaign was a main news item on every national news channel and in every national newspaper, online and offline. The news even went abroad, and police departments and federations for missing children in other countries want to use the technique as well. The Child Focus social pages got +4.000 followers, increasing the number of people that will share other search messages in the future. 2.008.197 views on social media 20.429 shares 6.402.414 social reach € 434.994 earned media 14.900.250 total reach (population of Belgium = 11.000.000)

The different media in this campaign were used in an original way, using certain strengths that are seldom exploited. In social we used the autoplay function of video. By making our video look like a still poster for a missing child, viewers were surprised when the image suddenly started moving. The same system was applied in hundreds of digital billboards in train stations and subway stations. Child Focus normally uses normal posters to spread messages. By choosing digital billboards and adding movement to the old pictures, we created a new way to make people pay attention for these children again.

Insights, Strategy and the Idea

The campaign was spread via Facebook and Twitter, and hundres of digital billboards in major train stations in Belgium and subway stations in Brussels. We wanted to reach as many people in Belgium as we could, but had a small media budget. So we chose to spread our campaign via social and outdoor, as Child Focus normally does to spread search messages. Only this time we turned the original messages into something that's never been seen before. This way people were really surprised and couldn't ignore these missing children no longer.