For their 20th anniversary, Child Focus, the Belgian centre for missing children, teamed up with the sugar brand Tiense Suiker and launched this limited edition of the Cassonade packaging. Nation wide the entire in shelf stock was changed and 250,000 new packets were introduced in every store all over Belgium. But this time the little boy was missing, leaving nothing but an empty chair.

250,000 childless packets were first secretly introduced in stores all over Belgium without any campaign. This immediately caused a lot of surprised reactions on social media.

A week later we sent special direct mails to the press and launched the campaign on social media with a video. At first, the video looked like a typical sugar commercial but then, instead of an actor, it starred Edouard, a young man who had once been missing himself.

The story was picked up by all major newspapers, TV and radio stations. This resulted in renewed attention for all missing children and spread one message across households all over Belgium: Never give up hope.

The campaign caught the desired attention on social media and all major media channels. This brought the message back on the table resulting in an increase of missing children posts on Facebook and an increase of Facebook followers. And in the end, that’s the most valuable result: having more eyes on the lookout for missing children.

24 million media impressions

€503.000 earned media

+68% share rate of missing children posts

+9% social reach

+8% Facebook followers