Child Focus: Coins of Hope

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: Coins Of Hope
Product/Service: Child Focus Is The Belgian Center For Missing Children.
Idea Creation: These Days Antwerp, Belgium
Production: Vice Media Benelux Amsterdam, The Netherlands
Additional Company: Creative Conspiracy Gent, Belgium
Chief Communication Officer: Dirk Depover (Child Focus)
Creative Director: Pieter Staes (These Days)
Creative Director: Manuel Ostyn (These Days)
Creative Director: Samuel De Volder (These Days)
Creative Director: Mateusz Mroszczak (These Days)
Design Director: Max Heirbaut (These Days)
Art Director: Kate Bellefroid (These Days)
Copywriter: Jolien Tuyteleers (These Days)
Designer: Inge Vanhees (These Days)
Designer: Lotte Neirynck (These Days)
Account Manager: Seppe Dogge (These Days)
Account Manager: Jentina Van Eynde (These Days)
Account Manager: Claudio Capo (These Days)
Chief Strategy Officer: Toon Diependaele (These Days)
Strategic Planner: Katleen De Vlieger (These Days)
Strategic Planner: Jef Raeman (These Days)
Senior Front End Developer: Bram Verdyck (These Days)
Developer: Veerle Struyf (These Days)
Front-End Developer: Jill Van Reeth (These Days)
Technology Officer: Olivier Berger (These Days)
Solution Architect: Stijn Janssens (These Days)
UX Designer: Krisje Verbert (These Days)
Performance: Niky Patyn (These Days)
Content Marketing & Social Media Director: Geerlinde Pevenage (These Days)
RTV Producer: Annelies Deneckere (These Days)
RTV Producer: Ingeborg Van Hoof (These Days)
Sound Engineer: Mathias Lewis (These Days)
Sound Engineer: Eli Sundermann (These Days)
Website URL: http://www.coinsofhope.eu
The Campaign
To spread hope for all missing children, we designed and created Coins of Hope. One million 2 euro coins with the face of a missing child: Liam Vanden Branden, who has been missing for 20 years, but whose family has never lost hope.
As Liam is the youngest child in Belgium that has been missing for such a long time, he is a symbol for every missing child in the past, present or future. On A39:B93 Missing Children's Day, Child Focus brought the Coins of Hope into circultation.
Campaign Success
After convincing 19 European governments of this world first, we scanned the picture of Liam's missing poster that's been used for 20 years, and designed a coin the same as they always have done throughout history for kings, queens and presidents. For the first time ever these coins show the face of a missing child and the Child Focus website with information on all missing children.
On International Missing Children's Day we brought the Coins of Hope into circulation.
The supporting campaign asked people to spread hope 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.
Our message was spread through online videos, TV commercials, radio commercials, ATM screens, posters, door stickers, screens and cash mats in local stores and supermarket chains.
Describe the success of the promotion with both client and consumer including some quantifiable results
As the Coins of Hope continue to be spread from hand to hand, we created a permanent medium with infinite impressions across the eurozone.
€22 million earned media
+70 million social reach
180 million media impressions
Explain why the method of promotion was most relevant to the product or service
The supporting campaign asked people to spread hope for missing children, simply by spending the coins.
But not without first sharing a picture of it with #CoinsofHope.
On the campaign website people could do a 'coin swap' by uploading a picture of any other coin. The application made Liam's face appear on your coin, turning it into a virtual Coin of Hope. Turning one million Coins of Hope into countless virtual ones.
Through the Coins of Hope, we spread hope for every missing child, from hand to hand and from country to country.
It's a new and permanent medium with infinite impressions across the eurozone.
The supporting campaign asked people to spread hope, 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.