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 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 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.
We launched the coins during a press conference on International Missing Children’s Day. An elaborate press package containing the first coins, information, cases and statistics on missing children and white label video content about the campaign insured extensive press coverage.
The supporting campaign (TV, radio, print) asked to spread hope by spending the coins. We also used specific media targeted at people when they use currency: ATM screens, supermarket screens, cash trays and window stickers.
Through a personalized direct mail, a number of coins were sent to politicians, celebrities and athletes asking them to share a picture of the coin with #CoinsofHope. Thanks to them and a lot of other people who shared a Coin of Hope, we could turn our 1 million coins into countless virtual ones.