Challenge, context & objectives
Child Focus is the Belgian centre for missing and sexually exploited children. In 1998, in the wake of the outrage Marc Dutroux incited by kidnapping, torturing and sexually abusing six young girls, the organisation was founded to prevent or solve child disappearances, abductions by a parent or stranger, youth runaways and the sexual exploitation of children.
In five years prior to the campaign, 80% of child disappearance cases were closed within the first year, but many of them remain unsolved. This requires a strong effort in communication on two levels: 1) alerting people of new disappearances, while 2) keeping the older cases on the agenda and in the minds of the broader public. Child Focus is the only local organisation of its kind in Belgium, and subsequently does not have any 'competitors'.
Child Focus spreads information about missing children by publishing their pictures and descriptions. As witnesses are vital in finding these children, it is key to reach and engage as many people as possible, as quickly as possible.