HOW DO YOU CREATE LASTING ATTENTION FOR MISSING CHILDREN?
In Europe, every two minutes a child is reported missing. Some remain missing for years. How do we keep the missing children relevant after the media attention fades away? Child Focus, the Belgian Centre for Missing Children, never gives up hope. So, we had to create a reminder to make sure these children are never forgotten.
WE LAUNCHED EURO COINS WITH THE FACE OF A MISSING CHILD
We created one million 2 euro coins with the face of a missing child: Liam Vanden Branden, who has been missing for 20 years. Each coin also shows the website to renew attention for all missing children.
To use the euro as a new medium, we needed the King’s approval to replace his portrait, but also that of the Royal Mint, the Secretary of Finance and the 19 governments of the Eurozone. On International Missing Children’s Day, Child Focus brought the Coins of Hope into circulation.
The supporting campaign asked people to spread hope, by spending the coins as quickly as possible.
We even turned our 1 million coins into countless virtual ones, by asking people to share a picture, using #CoinsofHope. Or by doing a ‘coin swap’ with any other coin on the campaign website.
One of the children in our campaign, Mansour Safi, was located by a journalist after being missing for almost a year.
- €22 million earned media
- 180 million media impressions
- +70 million social reach
- +56% share rate of Child Focus posts
- +203% engagement on Facebook page