Child Focus: Keep Hope Alive [image] 2

Credits & Description:

Agency: These Days Antwerp, Belgium
Client: Child Focus
Product: Child Focus Is The Belgian Center For Missing Children.
Entrant: These Days Antwerp, Belgium
Title: Keep Hope Alive
Product/Service: Child Focus Is The Belgian Center For Missing Children.
Idea Creation: These Days Antwerp, Belgium
Media Placement: Mediacom Brussels, Belgium
Production: These Days Antwerp, Belgium
Additional Company: The Blackbox.Org Zoersel, Belgium
Communication Manager: Dirk De Pover (Child Focus)
Creative Director: Pieter Staes (These Days)
Creative Director: Manuel Ostyn (These Days)
Copywriter: Jolien Tuyteleers (These Days)
Art Director: Kate Bellefroid (These Days)
Designer: Inge Vanhees (These Days)
Design Director: Max Heirbaut (These Days)
Strategy: Tallita Ortiz de la Torre (These Days)
Account Manager: Jentina Van Eynde (These Days)
Account Manager: Cedric Joris (These Days)
CTO: Sam Serrien (These Days)
Solution Architect: Stijn Janssen (These Days)
Front-End Developer: Sven Lemmens (These Days)
Developer: Veerle Struyf (These Days)
Website URL: http://www.childfocus.be/nl/li...
The Campaign
To keep hope alive, we literally brought the original posters of six long-term missing children to life.
Using a 3D mask technique, we brought natural movement to the pictures, from eye movements and blinking to larger movements and facial quirks.
Turning these mostly ignored portraits into gripping confrontations on social media and digital billboards.
Thanks to the autoplay function on Facebook and Twitter, these search messages first looked like a standard picture post of a missing childrens' poster, but after a few seconds they suddenly started moving.
Creative Execution
Using a 3D mask technique, we brought natural movement to the pictures, from eye movements and blinking to larger movements and facial quirks.
In social we used the autoplay function of video. By making our video look like it was a still poster for a missing child, viewers were surprised when the image suddenly started moving. The same system was applied in hundreds of digital bilboards in major train stations in Belgium and subway stations in Brussels. By adding sudden movement to the original posters we surprised people and made them pay attention to the missing children again.
Viewers were directed to a separate webpage for each missing child, where they could read more about the disappearances and also share the search messages.
The campaign was a main news item on every national news channel and in every national newspaper, online and offline. The news even went abroad, and police departments and federations for missing children in other countries want to use the technique as well.
The Child Focus social pages got +4.000 followers, increasing the number of people that will share other search messages in the future.
2.008.197 views on social media
20.429 shares
6.402.414 social reach
€ 434.994 earned media
14.900.250 total reach (population of Belgium = 11.000.000)
The different media in this campaign were used in an original way, using certain strengths that are seldom exploited. In social we used the autoplay function of video. By making our video look like a still poster for a missing child, viewers were surprised when the image suddenly started moving. The same system was applied in hundreds of digital billboards in train stations and subway stations. Child Focus normally uses normal posters to spread messages. By choosing digital billboards and adding movement to the old pictures, we created a new way to make people pay attention for these children again.
Insights, Strategy and the Idea
The campaign was spread via Facebook and Twitter, and hundres of digital billboards in major train stations in Belgium and subway stations in Brussels. We wanted to reach as many people in Belgium as we could, but had a small media budget. So we chose to spread our campaign via social and outdoor, as Child Focus normally does to spread search messages. Only this time we turned the original messages into something that's never been seen before. This way people were really surprised and couldn't ignore these missing children no longer.
"