In Europe, every two minutes a child is reported missing. Some of them are found quickly, but others remain missing for years. Data showed that attention for older missing children’s cases had dropped significantly. The missing posters and social posts have become old news. Unjustly so, because previous cases have proven that even after years the right information can still provide a breakthrough. Child Focus, the Belgian Centre for Missing Children, never gives up hope. They do everything it takes to help the families in their search and to get others involved. The objectives of the campaign were to express Child Focus’ hope for all missing children and to get everyone talking about them again. We wanted to give these children the attention they deserve.
We made 1 million 2 euro coins with the face of a missing child, instead of that of our king. Next to the portrait, the coins also showed the Child Focus website with all missing children.
To make sure our Coins of Hope spread as fast as possible we not only used radio, print ads and social media but a specific media plan to get our message across at the right time to the right people.
Targeted TV commercials referred to products in the previous ad, encouraging people to pay for that product with a Coin of Hope. Specific media was used where people use currency. Through banks and a supermarket chain we spread our message on ATMs and cash registers. In local shops we used cash mats, posters and window stickers.
We also turned our 1 million coins into countless virtual ones, by asking people to share a picture, using #CoinsofHope. Or, if they didn’t have a Coin of Hope yet, by doing a ‘coin swap’ with any other coin on the campaign website.