Cannes Lions

Put a Price on your Precious

THESE DAYS - WUNDERMAN, Antwerp / CHILD FOCUS / 2017

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

We created a disturbing online tool called 'Put a Price on your Precious' (Schat je schatje/Estimez votre trésor). As we all know, parents like to share pictures of their kids on Facebook. This tool lets them calculate the price criminals would pay for a child like their own. The estimation - based on appalling but real data - results in a price tag on a picture of their own child or an anonymous look-a-like.

By sharing this picture they bring the shocking problem very close to home for all their Facebookfriends.

This way all participants became very personal 1-on-1 messengers for our campaign.

Execution

The calculator was developed to function cross platform with a very straightforward UX design. Making it very easy to use and encouraging people to share the result. The calculator even provided an anonymous look-a-like in case you didn’t have a picture of your child. Making sure as many people as possible shared out campaign.

On the 18th of November, European Day against sexual exploitation of children, the campaign was launched. We organized a live press conference on Facebook. At the same moment celebrities started sharing the campaign.

The campaign was supported by famous tv-hosts, CEO's, sportsmen, politicians and even Her Majesty the Queen of Belgium – a mother of 4 herself.

Outcome

• The price calculator was used more than 170.000 times (In one single day)

• We reached 15.940.818 people (population of Belgium = 11 million),

• got picked up by national tv and radio,

• headlined all newspapers and -sites,

• became the trending topic on social media.

• We got at least € 374.845 earned media.

Without any media budget we got the entire country talking about sexual abuse of minors in Europe. Creating awareness as a crucial step to protection and prevention.

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