| Title | Put a price on your precious |
| Brief | The campaign for ChildFocus in Belgium hit home for many families. To rally the community to fight against the sexual exploitation of children, the organization created an online calculator to put a price on your very own child. Based on real data - taking into account hair color, gender, age, skin color - the program used photos from social media to calculate the black market worth of real children. |
| Agency | VML |
| Campaign | Put a price on your precious |
| Advertiser | Child Focus |
| Brand | Child Focus |
| Posted | November 2017 |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Story | We created a disturbing interactive 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 son, daughter or an anonymous look-a-like. By sharing this confronting picture in their social network, they bring the problem very close to home for all their Facebookfriends. Becoming very personal messengers of our campaign. |
| Problem | We created a disturbing interactive 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 son, daughter or an anonymous look-a-like.By sharing this confronting picture in their social network, they bring the problem very close to home for all their Facebookfriends. Becoming very personal messengers of our campaign. |
| Result | The campaign was launched during a live press conference on Facebook and• was picked up by national tv and radio,• headlined all newspapers and -sites,• became the trending topic on social media.• got the support of famous tv-hosts, CEO's, sportsmen, politicians and even our Queen – a mother of 4 herselfIn one single day• The price calculator was used more than 170.000 times• We reached 15.940.818 people (population of Belgium = 11 million)• 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. |
| Media Type | Digital |
| Creative Director | Pieter Staes |
| Creative Director | Manuel Ostyn |
| Copywriter | Joeri Quinet |
| Art Director | Bram Van Looveren |
| Account Manager | Seppe Dogge |
| Strategist | Julie Bogaerts |
| Graphic Designer | Nathalie Wlostowski |
| Graphic Designer | Sander De Smedt |