BACKGROUND
In Europe, every two minutes a child is reported missing. Most of them are found quickly. For others it takes weeks, months, even years. Child Focus, the Belgian center 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 PURPOSE
Create awareness for this vast problem to get people involved across Europe. And show that Child Focus, just like the parents of missing children, never gives up hope.
THE IDEA IN SHORT
On International Missing Children’s Day, Child Focus brought ‘Coins of Hope’ into circulation. A million new euro coins depicting a missing child: Liam Vanden Branden, who went missing in 1996. Each coin not only showed the face of little Liam but also the website where the details of all missing children can be found. Through this Coin of Hope, we spread hope for every missing child, from hand to hand and from country to country.
CAMPAIGN
Next to the Coins of Hope, the supporting campaign asked people to spread hope, simply by spending the coins. But not without first sharing a picture of it with #CoinsofHope or doing a “Coinswap” with any other coin on the campaign website. Turning one million Coins of Hope into countless virtual ones and spreading hope for all missing children across Europe and the world.
RESULTS
• €22 million earned media
• +70 million social reach
• 180 million media impressions
• A permanent medium with infinite impressions across the eurozone.
