Brief:
Every year in Germany, more than 100,000 children and young people are reported missing. So on behalf of “Initiative Vermisste Kinder” (Missing Children’s Initiative), we launched a unique campaign designed to track them down: Deutschland findet euch (Germany will find you). The brief was to quickly establish the facebook page as a high-profile cause.
Solution:
At the match of FC Bayern Munich versus Real Madrid, Bayern captain Mark van Bommel entered the playing field without a player escort kid holding his hand to accompany him. Instead, the Munich player was carrying a poster with a photo of the missing girl Debbie and a reference to the website www.deutschland-findet-euch.de. Media had already been informed in advance and sports reporter Béla Réthy informed viewers live in 40 countries about the “Deutschland findet Euch” campaign.
Broadcasted live in over 40 countries, the kick-off put the fate of missing children at the forefront of public attention nationwide for the very first time. The game was watched by 15 million TV viewers. Followed by more than 40,000 new facebook fans recruited. There were uncountable reports in numerous print and online media, including all main TV channels. Today, over 100,000 Facebook fans are currently participating via “Deutschland findet Euch”.
Results:
By using a range of media in combination we were able to establish “Deutschland findet euch“ as the world’s largest network for tracing missing children. But the best statistic of all is that, to date, one missing child has already been traced via our platform and the mother has offered her grateful thanks.
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