Child Focus and These Days Wunderman launch 1 million euro coins with the face of a missing child.
And we need your support to spread the word!
For the first time anywhere in the world, a missing child will be depicted on a regular coin. Liam Vanden Branden, then 2 years old, disappeared 20 years ago this month. As the youngest child that remains missing in Belgium, he is a symbol for all missing children.
On May 25th, the International Day of the Missing Children, the Belgian National Bank launched one million of these exceptional €2 coins. The ‘Coins of Hope’ will be circulated as a means of payment, just like a regular €2 coin. Anyone who spends or receives one of these special coins will have the chance to reflect on the fate of all missing children – now and in the future. This way these coins spread hope for every missing child.
Social media campaign
The coins will also be circulating on social media. We will be doing a massive social outreach campaign towards key influencers (celebrities, captains of industry, digital influencers) and the general public whom we'll invite to help us spreading the hope by posting pictures (on Twitter, Instagram, …) with the hashtag #CoinsofHope. The campaign site (www.coinsofhope.be) will display all content posted with this hashtag and the locations they come from in the world, showing how the currency spreads throughout Belgium and Europe... and worldwide.
Even if you can’t get your hands on the real currency, it is still possible to share: a special tool on the campaign website lets you change any photo containing a coin into a photo with a Coin of Hope.
Child Focus hopes that this campaign will encourage millions of people to spend a moment considering the fate of missing children and their families each time they find a Coin of Hope in their pocket or come across one on a social networking site. Because, who knows, one of these people could be the crucial witness, a donor or a volunteer that helps to bring a missing child home in the future.
We need your support!
The Coins of Hope campaign has been in the works for over two years and we would really appreciate if you could help spread the word as much as possible around the network. Below, you'll find a link to the campaign website and the social video we'll be using to kickstart the campaign.
Advised copy for social media could be something like the following, but please feel free to add your own personal touch for sharing:
A new €2 coin has been launched depicting the face of a child who went missing in 1996. We want these Coins of Hope to travel from hand to hand, from country to country. Spread the hope through spreading this video: http://bit.ly/1UbsSAT. #CoinsOfHope
A new €2 coin has been launched depicting the face of a child who went missing in 1996. Spread the hope through spreading this video: http://bit.ly/1UbsSAT. #CoinsOfHope
Thanks in advance for your help and please remember that this is strictly confidential until Wednesday, May 25 at 10:00am GMT. Don’t hesitate reaching out to the global team with any questions.
Campaign advertisements and rough image material can be found on https://coinsofhope.eu/en/press from May 25.