SITUATION:

During summer holidays, 1 in 5 European children gets lost at some point. Every summer, when the holidays start, the number of children who get lost increases. Families go on holidays, they leave the house more, public places and beaches are generally busier… So kids tend to wander around and lose sight of their parents more often.

BRIEF:

How can we reduce the number of children getting lost during the summer holidays?

OBJECTIVES:

Raise awareness amongst both children and adults about this problem (the higher risk of getting lost during the summer months) and provide an actual solution.

ReMumber works every time a child unlocks their phone. But to help them learn the number in the beginning, the digits light up so that children gradually learned the correct order of the number. Only the first four digits never light up, this way a stranger can never break into the phone.

On the campaign website, people could see how ReMumber works and learn more about Missing Children Europe. But without any media budget, our entire campaign rested on PR. So on July 6th 2016 -at the beginning of the summer holidays– we sent the press release to national press and organised interviews with radio shows, blogs, etc. We encouraged Belgians to download the app and to share the initiative on social networks with the hashtag #ReMumber. Another 14 countries wanted to participate and they launched the app in their respective countries based on the Belgian material and mechanic.