Child Focus: Coins of Hope [video] [alternative version]

Credits & Description:

Entrant: These Days - Wunderman, Antwerpen
Brand: Center for Missing and Sexually Exploited Children
Corporate Name of Client: Child Focus
Client Marketing Director: Dirk Depover
PR / Marketing Company: Finn
Agency Strategic Planners: Katleen De Vlieger/Jef Raeman
Agency Account Managers: Seppe Dogge/Jentina Van Eynde
Chief Strategy Officer: Toon Diependaele
Agency: These Days - Wunderman, Antwerpen
Creative Director: Pieter Staes/Manuel Ostyn/Sam De Volder/Mateusz Mroszczak
Copywriter: Jolien Tuyteleers
Art Director: Kate Bellefroid
Agency Producers: Annelies Deneckere/Ingeborg Van Hoof
Design Director: Max Heirbaut
Designers: Inge Vanhees/Lotte Neirynck
UX Designer: Krisje Verbert
Development: Bram Verdyck/Veerle Struyf/Jill Van Reeth/Olivier Berger/Stijn Janssens
Performance: Niky Patyn
Project Manager: Claudio Capo
Content Marketing & Social Media Director: Geerlinde Pevenage
Production Company: Vice, Belgium
Producers: Ingeborg Van Hoof/Annelies Deneckere
3D Production Company: Creative Conspiracy, Belgium
Sound Designers: Mathias Lewis/Eli Sundermann
Published: May 2016
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.