To mark the 21st International Missing Children’s Day, Wunderman Thompson and Child Focus have launched a striking new campaign built around a website that can only be kept alive by the general public – just like the collective hope for the return of missing children.

The new website launched on International Missing Children’s Day, 25th May. Created by Wunderman Thompson Antwerp, its moving portraits of missing children demonstrate exactly what happens when those children disappear from the public eye – they gradually fade from view.

Based on the number of visitors to the website and the number of missing persons notices that get shared by using its “share now” button, the portraits of seven children, all of whom have been missing for years, will either fade or become more visible.

Wunderman Thompson’s campaign appeals to all of us to keep visiting the website. Every visit and shared missing persons notice helps keep the faces visible and attracts new visitors. Child Focus also has support from a team of influencers who are mobilising their followers to visit the website.

Every year Child Focus, the Belgian charity for missing and sexually exploited children, handles some 2,000 files on child disappearances. In 95% of cases the child in question is found quickly, but a number of disappearances in Belgium remain unsolved. The general public sometimes writes off long-term cases as hopeless, but Child Focus, and the children’s loved ones, will never abandon hope of making a breakthrough.

This professional campaign titled 'Keep Hope Alive' was published in Belgium in June, 2022. It was created for the brand: Child Focus, by ad agencies: Wunderman Thompson and Wunderman Thompson Antwerp. This Digital medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted almost 2 years ago.


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