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Wunderman Thompson Antwerp

Child Focus
BE

Closer than you think

You’re only 6 steps away from every missing child
  1. CHALLENGE

    HOW TO MAKE PEOPLE FEEL CONNECTED TO MISSING CHILDREN?

    Child Focus, the Belgian center for missing children, uses social media to spread search messages. Unfortunately, the posts are not being shared widely enough. As a result, potential witnesses do not get to see them. “It never happens in my neighbourhood” and “I don’t know these families” are recurring reasons for people not to share. They just don’t feel involved enough with these missing children.

  2. WORK

    YOU’RE ONLY 6 STEPS AWAY FROM EVERY MISSING CHILD

    To make people feel connected to missing children, we proved that they actually are. In a social experiment, we connected a wide variety of people from all over the country to the same missing child. The concept was based on ‘Six Degrees of Separation’: the idea that two complete strangers can be connected through a chain of only five people. This means that a maximum of six steps separates everyone from a missing child, and also a potential witness. This way, we used Six Degrees of Separation as a strategy to convince both emotional and rational thinkers.

    In the social experiment, we confronted a number of unknowing people with a chain of persons that connected them to the same missing child. The experiment was first launched as an online video that triggered many emotions amongst the public. The campaign also included TV, radio, print and posters, featuring the chains of real people as seen in the experiment. We even made it very personal for celebrities, with a targeted video revealing their connection to the missing child.

  3. RESULTS

    • 51 million media impressions
    • 800K earned media

    Missing children search posts:

    • + 387% shares
    • + 222% engagement
    • + 202% total reach

    Child Focus Facebook page:

    • + 49% followers

    The increased number of shared posts led to immediate results. Shortly after the campaign, a message about an abducted girl reached 2 million people in only one night. She was found unusually quickly and the perpetrator was taken into custody.