| Title | COINS OF HOPE |
| Brand | CHILD FOCUS |
| Product/Service | CHILD FOCUS IS THE BELGIAN CENTER FOR MISSING CHILDREN. |
| Category |
A07. Charities, Public Health & Safety, Public Awareness Messages |
|
Entrant
|
THESE DAYS Antwerp, BELGIUM
|
|
Idea Creation
|
THESE DAYS Antwerp, BELGIUM
|
|
Production
|
VICE MEDIA BENELUX Amsterdam, THE NETHERLANDS
|
|
Additional Company
|
CREATIVE CONSPIRACY Gent, BELGIUM
|
Credits
| Dirk Depover |
Child Focus |
Chief Communication Officer |
| Pieter Staes |
These Days |
Creative Director |
| Manuel Ostyn |
These Days |
Creative Director |
| Samuel De Volder |
These Days |
Creative Director |
| Mateusz Mroszczak |
These Days |
Creative Director |
| Max Heirbaut |
These Days |
Design Director |
| Kate Bellefroid |
These Days |
Art Director |
| Jolien Tuyteleers |
These Days |
Copywriter |
| Inge Vanhees |
These Days |
Designer |
| Lotte Neirynck |
These Days |
Designer |
| Seppe Dogge |
These Days |
Account Manager |
| Jentina Van Eynde |
These Days |
Account Manager |
| Claudio Capo |
These Days |
Account Manager |
| Toon Diependaele |
These Days |
Chief Strategy Officer |
| Katleen De Vlieger |
These Days |
Strategic Planner |
| Jef Raeman |
These Days |
Strategic Planner |
| Bram Verdyck |
These Days |
Senior Front End Developer |
| Veerle Struyf |
These Days |
Developer |
| Jill Van Reeth |
These Days |
Front-End Developer |
| Olivier Berger |
These Days |
Technology Officer |
| Stijn Janssens |
These Days |
Solution Architect |
| Krisje Verbert |
These Days |
UX Designer |
| Niky Patyn |
These Days |
Performance |
| Geerlinde Pevenage |
These Days |
Content Marketing & Social Media Director |
| Annelies Deneckere |
These Days |
RTV Producer |
| Ingeborg Van Hoof |
These Days |
RTV Producer |
| Mathias Lewis |
These Days |
Sound Engineer |
| Eli Sundermann |
These Days |
Sound Engineer |
The Campaign
To spread hope for all missing children, we designed and created Coins of Hope. One million 2 euro coins with the face of a missing child: Liam Vanden Branden, who has been missing for 20 years, but whose family has never lost hope.
As Liam is the youngest child in Belgium that has been missing for such a long time, he is a symbol for every missing child in the past, present or future. On International Missing Children's Day, Child Focus brought the Coins of Hope into circultation.
Execution
After convincing 19 European governments of this world first, we scanned the picture of Liam's missing poster that's been used for 20 years, and designed a coin the same as they always have done throughout history for kings, queens and presidents. For the first time ever these coins show the face of a missing child and the Child Focus website with information on all missing children.
On International Missing Children's Day we brought the Coins of Hope into circulation.
The supporting campaign asked people to spread hope by spending the coins. But not without first sharing a picture of it with #CoinsofHope or doing a 'Coinswap' with any other coin on the campaign website. Turning one million Coins of Hope into countless virtual ones.
Our message was spread through online videos, TV commercials, radio commercials, ATM screens, posters, door stickers, screens and cash mats in local stores and supermarket chains.
As the Coins of Hope continue to be spread from hand to hand, we created a permanent medium with infinite impressions across the eurozone.
€22 million earned media
+70 million social reach
180 million media impressions
The Situation
Throughout history, currency has been carrying the faces of kings, queens and presidents.
With Coins of Hope, we used the space on a 2 euro coin for a face that really needs the everlasting attention: a missing child. For the first time ever, these euro coins show the face of a missing child and even the Child Fous website with information on all missing children. The Coins of Hope aren't just commemorative coins but real currency. By bringing them into circulation, we created a permanent medium with infinite impressions across the eurozone, spreading hope from hand to hand and from
The Strategy
Through the Coins of Hope, we spread hope for every missing child, from hand to hand and from country to country.
It's a new and permanent medium with infinite impressions across the eurozone.
The supporting campaign asked people to spread hope, by spending the coins. But not without first sharing a picture of it with #CoinsofHope or doing a 'Coinswap' with any other coin on the campaign website. Turning one million Coins of Hope into countless virtual ones.