Title | MISSING FIRST AID |
Brand | CHILD FOCUS |
Product/Service | CHILD FOCUS IS A BELGIAN FOUNDATION THAT SUPPORTS PREVENTION AND INVESTIGATION OF MISSING CHILDREN, ABDUCTED CHILDREN, RUNAWAY CHILDREN, AND SEXUALLY ABUSED AND EXPLOITED CHILDREN, ALONG WITH PSYCHOLOGICAL AND LEGAL SUPPORT TO THE VICTIMS. |
Category |
A06. Audio Content |
Entrant
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WUNDERMAN THOMPSON Antwerp, BELGIUM
|
Idea Creation
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WUNDERMAN THOMPSON Antwerp, BELGIUM
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Production
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WUNDERMAN THOMPSON Antwerp, BELGIUM
|
Credits
Stephan Smets |
Child Focus |
Chief Communications Officer |
Nel Broothaerts |
Child Focus |
Chief Prevention and development officer |
Stéphanie Leyn |
Child Focus |
/ |
Pieter Staes |
Wunderman Thompson |
Creative Director |
Manuel Ostyn |
Wunderman Thompson |
Creative Director |
Patrick Vermeylen |
Wunderman Thompson |
Creative team |
Catherine Hermans |
Wunderman Thompson |
Creative team |
Cédric Trefois |
Wunderman Thompson |
Creative team |
Tomas Van Loon |
Wunderman Thompson |
Creative team |
Charlotte Feremans |
Wunderman Thompson |
Account Manager |
Carole Steger |
Wunderman Thompson |
Account Manager |
Diede Michiels |
Wunderman Thompson |
Account Executive |
Kenny Smet |
Wunderman Thompson |
Designer |
Dorien Wendelen |
Wunderman Thompson |
Designer |
Bert Beckers |
Wunderman Thompson |
Illustrator |
Filip Walgraef |
Freelance |
Illustrator/Animator |
Sam Serrien |
Wunderman Thompson |
Development |
Lynn Pinsart |
Wunderman Thompson |
copywriter |
Jérôme Van Den Broeck |
Freelance |
Copywriter (French) |
Michel De Schauwer |
Freelance |
Copywriter (French) |
Gilles De Bruyere |
Freelance |
Copywriter (French) |
Karel Van Gucht |
Wunderman Thompson |
Editor |
Theo Hagtingius |
Wunderman Thompson |
DTP |
Jan-Bart Debruyne |
Wunderman Thompson |
DTP |
Ingeborg Van Hoof |
Wunderman Thompson |
Agency Producer |
Amélie Van Campen |
Wunderman Thompson |
Agency Producer |
AKA De Mensen AKA De Mensen |
AKA De Mensen |
Production Company |
Nathalie Basteyns |
AKA De Mensen |
Director |
Maxime Lahousse |
/ |
DOP |
Eline Rousseau |
/ |
Producer |
Rana Cools |
/ |
Producer |
Fatma Taspinar |
/ |
Presentation |
Menno Van Riet |
Wunderman Thompson |
Sound Studio |
Why is this work relevant for Entertainment?
Every year, Child Focus does a campaign to ask people for help in their search for missing children. But with Missing First Aid, we connected with parents in a new way; by helping them to prevent the worst thing from happening. The course was divided in four chapters and took more than an hour. People could do the course in one take or leave and come back to continue at the same point, but they couldn’t skip or fast forward. Because when completing the course, people got their certificate.
Background
Child Focus, the Belgian center for missing and sexually exploited children was launched 25 years ago. Ever since, they have been helping parents of missing children. Every year, on May 25th, the official day of missing children, Child Focus launches a campaign to highlight their efforts. Mostly, these campaigns ask for people’s help in the search for missing children, but this year Child Focus wanted to focus on prevention. Instead of trying to find back children, they wanted to prevent children from going missing or from running away from home.
Describe the creative idea
Together with the police, the missing person’s department and different specialists, Child Focus launched Missing First Aid. An online course that teaches parents what to do when the unthinkable happens. People could take the four chapter course on an interactive website and get helpful prevention tips or useful information to help them when their child goes missing.
The course was launched in a tv commercial, print ads, on radio and social media, reassuring parents they will probably never have to put it into practice. But we also addressed parents with special announcements in supermarkets, saying a child was found back, before inviting them to take the course. And for once, the nationwide outdoor network that’s normally used to spread missing posters, was used to show found posters.
Describe the strategy
Child Focus does everything to help parents when a child goes missing. But the best way to help, is preventing children from disappearing. So, instead of doing a short-term campaign that asks people to look for children, let’s launch a long-term prevention campaign.
Describe the execution
The course was created with the help of the police, the missing person’s department and different specialists. We brought together all their tips, tricks and extra information in a four chapter course presented by Fatma Taspinar, a Belgian journalist who is known for her documentaries about missing children. Each chapter was an interview between her and a specialist. This audio course was made available on an interactive website where people got access to a lot of background information. Later, the course was also made available as podcast on Spotify.
People who finished the course got an official MFA certificate. They could download this and print it out to put on their wall, or share it on their Facebook wall. But we also made a filter, so they could even put it on their background wall during video calls.
Describe the outcome
The campaign got more than 40 million media impressions. And with an engagement rate of 9% it shows it touched the right nerve. Already we reached 2 out of 3 Belgian households, but Missing First Aid will always stay available for every Belgian parent.