CHILD FOCUS IS THE BELGIAN CENTER FOR MISSING CHILDREN.
Category
B04. Use of Ambient Media: Small Scale
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
Name
Company
Position
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 A39:B93 Missing Children's Day, Child Focus brought the Coins of Hope into circultation.
Campaign Success
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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
Explain why the method of promotion was most relevant to the product or service
The supporting campaign asked people to spread hope for missing children, simply by spending the coins.
But not without first sharing a picture of it with #CoinsofHope.
On the campaign website people could do a 'coin swap' by uploading a picture of any other coin. The application made Liam's face appear on your coin, turning it into a virtual Coin of Hope. Turning one million Coins of Hope into countless virtual ones.
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.