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Wunderman Thompson Antwerp

Child Focus
BE

The Missing Poster Child

After 65 years, an iconic child disappears from sugar packaging
  1. Challenge

    HOW DO YOU KEEP RAISING ATTENTION FOR MISSING CHILDREN, EVEN AFTER 20 YEARS OF CAMPAIGNING?

    For Child Focus, the Belgian center for missing children, it’s very important to regularly remind everyone to keep sharing missing children’s posts on social media. But to be able to grab everyone’s attention - especially after 20 years - gets more difficult. The most valuable campaigns are those that intervene in people’s lives and touch them in a personal way. So, for Child Focus’ 20th anniversary we had to find an idea that did exactly that.

  2. Work

    WE REMOVED THE ICONIC BOY FROM THE CASSONADE GRAEFFE PACKAGING TO RAISE AWARENESS FOR REAL MISSING CHILDREN.

    In almost every kitchen cupboard in Belgium, you will find the same familiar face: that of a little boy, printed on a pack of Cassonade Graeffe by sugar brand Tiense Suiker. The boy became a real icon because the packaging has always had the little child on it for the last 65 years. It’s so famous that Belgians don’t know it as Cassonade Graeffe, but as “Kinnekessuiker” or “Little kid sugar”. Until now…

    For their 20th anniversary, Child Focus, the Belgian center for missing children, teamed up with Tiense Suiker and launched a special edition of the Cassonade packaging. 250.000 new packs were distributed in stores all over Belgium. But this time the little boy was missing, leaving nothing but an empty chair.

    The packs were secretly launched without any campaign. Soon, the first surprised reactions appeared on social media. A week later we sent special direct mails to all major Belgian media outlets and launched our campaign on social media with a video. At first, it looked like a typical commercial. But a voice starts explaining the campaign. It’s Edouard talking. A young man who went missing a few years ago, and was found back thanks to Child Focus.

  3. Results

    The campaign caught the desired attention on social media and all major media channels. This brought the message back on the table resulting in an increase of shares of missing children posts on Facebook and an increase of Facebook followers. And in the end, that’s the most valuable result: having more eyes on the lookout for missing children.

    • 24 million media impressions
    • €503.000 earned media
    • +68% share rate of missing children posts
    • +9% social reach
    • +8% Facebook followers