Brand Experience and Activation > Use of Promo & Activation
COINS OF HOPE
THESE DAYS, Antwerp / CHILD FOCUS / 2016
Awards:
Overview
Credits
OVERVIEW
Idea
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.
Execution
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.
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
Relevancy
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.
Strategy
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.
Background
In Europe, every two minutes a child is reported missing. Some of them remain missing for years. Eventually we forget their faces. 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.
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