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Coins of Hope

Coins of Hope | Child Focus | These Days
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basics
Industry: Public interest & Non-profit
Media:Direct Market
Market:Belgium
Style: Minimalism
descriptioncnen
CampaignDescription

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 show the Child Focus website. We used a live database: depending on which country you’re in, the most relevant cases are shown first.With #CoinsofHope we turned our million Coins of Hope into countless digital ones. If you didn’t have a Coin of Hope yet, you could do a coin swap on the campaign website: turning any other coin into a Coin of Hope.To get the ball rolling, a personalized direct mail was sent to our prime minister and many other politicians, athletes and celebrities, asking them to share a picture of the coin, using the hashtag. In our supporting campaign (donated media) we simply asked people to spend the coins as fast as possible, after sharing a picture with #CoinsofHope.
Execution

First we needed the King’s approval to replace his portrait, but also that of the Royal Mint, the Secretary of Finance and the 19 governments of the Eurozone. We then commissioned the designer of the common side of the euro, Luc Luyckx, to turn the missing poster of Liam into a 3D design for a coin. On International Missing Children’s Day, Child Focus formally launched the coins during a press conference with the secretary of Finance and Liam’s father.An elaborate press package containing the first coins, information and statistics on missing children, white label video content about the campaign and several missing children’s cases, … insured extensive press coverage.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 on the day of the launch.
Relevancy

We created a new medium with infinite impressions: 1 million 2 euro coins with the face of a missing child. The coins also show the Child Focus website.The coins were formally launched during a press conference by the minister of Finance on International Missing Children’s Day. Specially produced video content facilitated extensive media coverage. Through a direct mail we got celebrities to share a picture of the coin. With #CoinsofHope we turned 1 million coins into countless digital ones.Thanks to the PR value, we even got a lot of free media for our supporting media campaign.
Synopsis

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.
Outcome

Thanks to the PR value of the campaign, we got the support from a major bank (BNP Paribas Fortis), a large supermarket chain (Carrefour) and local shops in the whole country to communicate our message through their owned media. As a result of our PR activities, the coin has been shared by politicians (the President of Malta, Prime minister of Belgium, the director of Europol, Euro parliament members, …), international and national athletes (entire Lotto Soudal cycling team, Olympic champion Tia Hellebaut,…) Belgian actors, singers, chefs, game show hosts, …The media attention for all missing children resulted in one journalist who even managed to locate one of the children in our campaign: Mansour Safi, who had been missing for almost a year.€22 million earned media180 million media impressions+70 million social reach+56% share rate of Child Focus posts+203% engagement on Facebook page
Strategy

Data showed that attention for older missing children’s cases had dropped significantly. We wanted people to look at the missing children reports again and share the campaign. To reach all Belgians and preferably people across borders too, using standard media would be too expensive and temporary. But a clever PR approach could give us the necessary coverage.So we made something interesting for the press: we created 1 million 2 euro coins with the face of a missing child: Liam Vanden Branden, who has been missing for 20 years. The first time currency is used as a medium.The minister of Finance was invited to launch the coins on International Missing Children’s Day. Specially produced video content discussing several missing children’s cases, was released during the press conference and online, which facilitated extensive media coverage. Through a personalized direct mail we got celebrities to share a picture of the coin.
credit
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Other credit:Entrant Company: THESE DAYS - WUNDERMAN, Antwerp, Belgium
Media Agency: MEDIACOM, Brussels, BELGIUM
PR Agency: FINN PR, Brussels, BELGIUM
Design Director, Max Heirbaut, THESE DAYS (Wunderman – Y&R)
Chief Strategy Officer, Toon Diependaele, THESE DAYS (Wunderman – Y&R)
Strategy Planner- Brand Analyst, Katleen De Vlieger, THESE DAYS (Wunderman – Y&R)
Strategy Planner , Jef Raeman , THESE DAYS (Wunderman – Y&R)
Digital Strategist, Geerlinde Pevenage, THESE DAYS (Wunderman – Y&R)
3D production, Creative Conspiracy
Content Production , VICE
Sound Engineer, Mathias Lewis, THESE DAYS (Wunderman – Y&R)
Sound Engineer, Eli Sundermann, THESE DAYS (Wunderman – Y&R)
Creative Technologist, Olivier Berger, THESE DAYS (Wunderman – Y&R)
Solution Architect, Stijn Janssens, THESE DAYS (Wunderman – Y&R)
Project Manager, Claudio Capo, THESE DAYS (Wunderman – Y&R)
Performance, Niky Patyn, THESE DAYS (Wunderman – Y&R)
UX Designer , Krisje Verbert, THESE DAYS (Wunderman – Y&R)
Developer, Bram Verdyck
Developer, Veerle Struyf
Developer, Jill Van Reeth
awards
Cannes Lions International Festival of Creativity 2017
Gold PR
Integrated Campaign led by PR
Cannes Lions International Festival of Creativity 2017
Silver PR
Charities & Non-profit
Cannes Lions International Festival of Creativity 2017
Shortlist Grand Prix for Good
Grand Prix For Good
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