In Europe, a child is reported missing every two minutes. In 2016, Wunderman Thompson Benelux and Child Focus, the Belgian Foundation for Missing and Sexually Exploited Children created a universal reminder to make sure that missing children were never forgotten – Coins of Hope, that were released on International Missing Children’s Day.

The coins were both symbolic and useful. The €2 euro coins could be used like any other. They were designed and co-created with the Royal Mint and featured the face of a real missing child, Liam Vanden Branden, who was missing for 20 years. Each coin also featured the website to draw attention to all missing children.

It was not an easy campaign idea to produce. Wunderman Thompson and Child Focus had to get the King of Belgium’s approval to replace his portrait as well as approval from the 19 governments of the Eurozone and the Royal Mint’s expertise and counsel to ensure all legal criteria and governance was met.

Behind the idea was the knowledge that in average coin lifetime, a €2 euro coin will pass through the hands of more than 2,500 owners. Each campaign would draw the attention of at least 2,500 people to missing children. The supporting campaign asked people to spread hope by spending the coins as quickly as possible.

Now, in a new campaign, Child Focus is recalling the Coins of Hope under the slogan, Bring them back. The Foundation needs those coins themselves so they can continue to support children in need and their loved ones.

“It’s the first time Child Focus is doing a fundraising campaign. So we wanted the Coins of Hope to give hope again,” stated Kasper Janssens, creative director at Wunderman Thompson Benelux.

“The recall of the Coins of Hope is of course a symbolic action. Everyone is invited to make a donation via bank transfer or even their will, because any coin and any amount is welcome to support us,” added Stephan Smets, chief communications officer at Child Focus. “We rely on donations and gifts for about 80% of our income.”

The campaign is running in Belgian newspapers and on social media.

Credits:
Client: Child Focus 
Client Team: Stephan Smets, Stéphanie Leyn, Selyna Ayuso Ferrandiz 

Agency: Wunderman Thompson Benelux ​ 
Chief Creative Officer: Klaartje Galle 
Creative Directors: Kasper Janssens, Arjen Tarras
Creatives: Olaf Meuleman, Thomas Thysens 
Strategists: Jef Pelkmans, Gaëlle Maes
Account Team: Pieter Van Schil, Molly Waeytens 
Designers: Christophe De Pelsmaeker, Jorg Meyer, Tom Kruijzen
Copywriters: Jelle Raats, Yves Donceel
Developers: Bram Verdyck
Motion Designers: Bert Beckers, Sofie Luyckx, Tom Kruijzen
Web Design: Theo Hagtingius, Jan-Bart Debruyne