Belgian non-profit Child Focus used a household brand to deliver a call-to-action for its advocacy work

In Belgium, the well-known sugar brand Cassonade Graeffe has had an image of a child on its packaging for 65 years. Recently, the boy was removed from the illustration for a limited time to raise awareness about child abduction. Belgian charity Child Focus and agency Wunderman collaborated on the campaign highlight this important issue.

This initiative is explained in a video by a young man, Edouard, who was once a missing child. He explains how Child Focus has found over 20,000 missing children and wants to continue to save more kids. However, the organization needs more people to sign up and repost Child Focus’ notices of missing children to help find them more quickly. By bringing the campaign to the kitchen table, the group believes it will capture people’s attention for this call to action.

Child Focus

In Belgium, the well-known sugar brand Cassonade Graeffe has had an image of a child on its packaging for 65 years. Recently, the boy was removed from the illustration for a limited time to raise awareness about child abduction. Belgian charity Child Focus and agency Wunderman collaborated on the campaign highlight this important issue.

This initiative is explained in a video by a young man, Edouard, who was once a missing child. He explains how Child Focus has found over 20,000 missing children and wants to continue to save more kids. However, the organization needs more people to sign up and repost Child Focus’ notices of missing children to help find them more quickly. By bringing the campaign to the kitchen table, the group believes it will capture people’s attention for this call to action.