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保持希望
案例简介：战略 一方面，我们想找到可能的证人。那些可能知道这些失踪事件但从未说过话的人。另一方面，我们需要尽可能多的人的关注和参与，因为任何人都可能是那个证人。如果整个国家再次开始谈论这些孩子，或者分享他们的搜索信息，可能的证人会感到悔恨或者需要与警察交谈或者关注儿童的机会会增加。儿童焦点主要通过传播离线和在线丢失的海报来吸引人们的注意力。但是在失踪多年甚至几十年后，这些长期失踪儿童的海报开始融入背景。因此，目标是创造一种明显的、额外相关的、但最引人注目的方式，为比利时长期失踪儿童创造意识。 活动描述 为了保持希望，我们真的将六名长期失踪儿童的海报复活了。使用 3D 面具技术，我们给照片带来了自然运动，从眼球运动和眨眼到更大的运动和面部怪癖。将这些被忽视的肖像变成数字广告牌和社交媒体上扣人心弦的对抗。 相关性 我们利用了数字户外的某些优势，而这些优势却很少被利用。在比利时，这些广告牌主要用于展示静止图像。随着海报的突然移动，我们让人们大吃一惊，让他们再次关注失踪的孩子。通过让我们的视频看起来像是失踪儿童的标准静止海报，当图像突然开始移动时，观众感到惊讶。把大部分被忽视的海报变成扣人心弦的对抗。社交媒体上也使用了同样的系统。使用自动播放功能，我们把看起来像失踪儿童的静止图像变成了活着的孩子。 结果 这项运动是每个国家新闻频道和每个国家报纸在线和离线的主要新闻。这个消息甚至传到了国外，其他国家的警察部门和失踪儿童联合会也想使用这种技术。儿童焦点社交页面获得了 + 4.000 粉丝，增加了未来分享其他搜索信息的人数。2.008.197 对社交媒体 20.429 的看法 shares6.402.414 social reach € 434.994 获得 media14.900.250 的总覆盖面 (比利时人口 = 11.000.000)。 概要 据报道，比利时每年有 1500 多名儿童失踪。多亏了非营利组织 Child Focus 和警方，他们中的大多数人很快就被找到了。然而，一些人仍然失踪多年，甚至几十年。注意力减少，“丢失的位置” 开始融入背景。人们不再关注他们了。但是，仅仅因为一个案件多年来仍未解决，并不意味着它对家庭和儿童关注不那么重要。活着找到这些孩子的机会很小，但也不是不可能。他们的家人一直希望得到答案。甚至几年后，每一个提示或暗示都可能导致突破。我们不得不重新引起公众对 “老” 案件的关注。 执行 我们使用不同的媒体发起了我们的活动。我们没有传播普通的纸质海报，而是在比利时的主要火车站和布鲁塞尔的地铁站使用了数百个数字广告牌 (1 周)。儿童焦点已经使用普通海报和社交媒体传播搜索信息。通过将运动添加到通常的图片中，人们真的遇到了问题，不能再忽视它们了。我们还在 Twitter 和 Facebook 上传播移动海报，当人们滚动时，这些视频开始自动播放。观众被引导到每个失踪儿童的单独网页，在那里他们可以阅读更多关于失踪的信息，并分享搜索信息。
保持希望
案例简介：Strategy On the one hand we wanted to reach possible witnesses. People that may know something about these disappearances but have never spoken up. On the other hand we need the attention and engagement of as many people as possible, because anyone could be that witness. If the whole country starts talking about these children again, or shares their search messages, the chance that possible witnesses will feel remorse or the need to talk to the police or Child Focus, increases. Child Focus mostly draws people’s attention by spreading missing posters, both offline and online. But after being disappeared for years or even decades, the posters of these long-term missing children start blending in the background. So the objectives were to create a visible and extra relevant, but most of al striking way to create awareness for long-term missing children in Belgium. Campaign Description To keep hope alive, we literally brought the posters of six long-term missing children to life. Using a 3D mask technique, we brought natural movement to the pictures, from eye movements and blinking to larger movements and facial quirks. Turning these mostly ignored portraits into gripping confrontations on digital billboards and social media. Relevancy We used certain strengths of digital outdoor that are seldomly exploited. In Belgium these billboards are mostly used to show still images. With the sudden movement of the posters we surprised people and made them pay attention to the missing child again. By making our video look like it was a standard still poster for a missing child viewers were surprised when the image suddenly started moving. Turning the mostly ignored posters into gripping confrontation. The same system was used on social media. Using the autoplay function we turned what looked like still images of missing children into living children. Outcome The campaign was a main news item on every national news channel and in every national newspaper, online and offline. The news even went abroad, and police departments and federations for missing children in other countries want to use the technique as well.The Child Focus social pages got +4.000 followers, increasing the number of people that will share other search messages in the future. 2.008.197 views on social media20.429 shares6.402.414 social reach€ 434.994 earned media14.900.250 total reach (population of Belgium = 11.000.000). Synopsis Every year more than 1500 children are reported missing in Belgium. Thanks to the non profit organization Child Focus and the police, most of them are found quickly. Some however remain missing for years, or even decades. The attention decreases, the 'missing posters' start blending into the background. People don’t pay attention to them anymore. But just because a case remains unsolved for many years does not make it less important to the families and to Child Focus. The chances of finding these children alive are very small, but it is not impossible. Their families keep on hoping for an answer. Even years later every tip or hint can lead to a breakthrough. We had to recapture the attention of the public for the 'older' cases. Execution We launched our campaign using different media. Instead of spreading normal paper posters, we used hundreds of digital billboards in major train stations in Belgium and subway stations in Brussels (1 week). Child Focus already used normal posters and social media to spread search messages. By adding movement to the usual pictures, people were really confronted and couldn’t ignore them no longer. We also spread the moving posters on Twitter and Facebook, as videos that started playing automatically when people scrolled past it. Viewers were directed to a separate webpage for each missing child, where they could read more about the disappearances and also share the search message.
Keep Hope Alive
案例简介：战略 一方面，我们想找到可能的证人。那些可能知道这些失踪事件但从未说过话的人。另一方面，我们需要尽可能多的人的关注和参与，因为任何人都可能是那个证人。如果整个国家再次开始谈论这些孩子，或者分享他们的搜索信息，可能的证人会感到悔恨或者需要与警察交谈或者关注儿童的机会会增加。儿童焦点主要通过传播离线和在线丢失的海报来吸引人们的注意力。但是在失踪多年甚至几十年后，这些长期失踪儿童的海报开始融入背景。因此，目标是创造一种明显的、额外相关的、但最引人注目的方式，为比利时长期失踪儿童创造意识。 活动描述 为了保持希望，我们真的将六名长期失踪儿童的海报复活了。使用 3D 面具技术，我们给照片带来了自然运动，从眼球运动和眨眼到更大的运动和面部怪癖。将这些被忽视的肖像变成数字广告牌和社交媒体上扣人心弦的对抗。 相关性 我们利用了数字户外的某些优势，而这些优势却很少被利用。在比利时，这些广告牌主要用于展示静止图像。随着海报的突然移动，我们让人们大吃一惊，让他们再次关注失踪的孩子。通过让我们的视频看起来像是失踪儿童的标准静止海报，当图像突然开始移动时，观众感到惊讶。把大部分被忽视的海报变成扣人心弦的对抗。社交媒体上也使用了同样的系统。使用自动播放功能，我们把看起来像失踪儿童的静止图像变成了活着的孩子。 结果 这项运动是每个国家新闻频道和每个国家报纸在线和离线的主要新闻。这个消息甚至传到了国外，其他国家的警察部门和失踪儿童联合会也想使用这种技术。儿童焦点社交页面获得了 + 4.000 粉丝，增加了未来分享其他搜索信息的人数。2.008.197 对社交媒体 20.429 的看法 shares6.402.414 social reach € 434.994 获得 media14.900.250 的总覆盖面 (比利时人口 = 11.000.000)。 概要 据报道，比利时每年有 1500 多名儿童失踪。多亏了非营利组织 Child Focus 和警方，他们中的大多数人很快就被找到了。然而，一些人仍然失踪多年，甚至几十年。注意力减少，“丢失的位置” 开始融入背景。人们不再关注他们了。但是，仅仅因为一个案件多年来仍未解决，并不意味着它对家庭和儿童关注不那么重要。活着找到这些孩子的机会很小，但也不是不可能。他们的家人一直希望得到答案。甚至几年后，每一个提示或暗示都可能导致突破。我们不得不重新引起公众对 “老” 案件的关注。 执行 我们使用不同的媒体发起了我们的活动。我们没有传播普通的纸质海报，而是在比利时的主要火车站和布鲁塞尔的地铁站使用了数百个数字广告牌 (1 周)。儿童焦点已经使用普通海报和社交媒体传播搜索信息。通过将运动添加到通常的图片中，人们真的遇到了问题，不能再忽视它们了。我们还在 Twitter 和 Facebook 上传播移动海报，当人们滚动时，这些视频开始自动播放。观众被引导到每个失踪儿童的单独网页，在那里他们可以阅读更多关于失踪的信息，并分享搜索信息。
Keep Hope Alive
案例简介：Strategy On the one hand we wanted to reach possible witnesses. People that may know something about these disappearances but have never spoken up. On the other hand we need the attention and engagement of as many people as possible, because anyone could be that witness. If the whole country starts talking about these children again, or shares their search messages, the chance that possible witnesses will feel remorse or the need to talk to the police or Child Focus, increases. Child Focus mostly draws people’s attention by spreading missing posters, both offline and online. But after being disappeared for years or even decades, the posters of these long-term missing children start blending in the background. So the objectives were to create a visible and extra relevant, but most of al striking way to create awareness for long-term missing children in Belgium. Campaign Description To keep hope alive, we literally brought the posters of six long-term missing children to life. Using a 3D mask technique, we brought natural movement to the pictures, from eye movements and blinking to larger movements and facial quirks. Turning these mostly ignored portraits into gripping confrontations on digital billboards and social media. Relevancy We used certain strengths of digital outdoor that are seldomly exploited. In Belgium these billboards are mostly used to show still images. With the sudden movement of the posters we surprised people and made them pay attention to the missing child again. By making our video look like it was a standard still poster for a missing child viewers were surprised when the image suddenly started moving. Turning the mostly ignored posters into gripping confrontation. The same system was used on social media. Using the autoplay function we turned what looked like still images of missing children into living children. Outcome The campaign was a main news item on every national news channel and in every national newspaper, online and offline. The news even went abroad, and police departments and federations for missing children in other countries want to use the technique as well.The Child Focus social pages got +4.000 followers, increasing the number of people that will share other search messages in the future. 2.008.197 views on social media20.429 shares6.402.414 social reach€ 434.994 earned media14.900.250 total reach (population of Belgium = 11.000.000). Synopsis Every year more than 1500 children are reported missing in Belgium. Thanks to the non profit organization Child Focus and the police, most of them are found quickly. Some however remain missing for years, or even decades. The attention decreases, the 'missing posters' start blending into the background. People don’t pay attention to them anymore. But just because a case remains unsolved for many years does not make it less important to the families and to Child Focus. The chances of finding these children alive are very small, but it is not impossible. Their families keep on hoping for an answer. Even years later every tip or hint can lead to a breakthrough. We had to recapture the attention of the public for the 'older' cases. Execution We launched our campaign using different media. Instead of spreading normal paper posters, we used hundreds of digital billboards in major train stations in Belgium and subway stations in Brussels (1 week). Child Focus already used normal posters and social media to spread search messages. By adding movement to the usual pictures, people were really confronted and couldn’t ignore them no longer. We also spread the moving posters on Twitter and Facebook, as videos that started playing automatically when people scrolled past it. Viewers were directed to a separate webpage for each missing child, where they could read more about the disappearances and also share the search message.
保持希望
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Keep Hope Alive
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