Vacations without children
di paola latina
Medal Won
BRONZE – Campaign Under 250k
Campaign Overview
The disappearance of Loan, a 5-year-old boy in Argentina, captured global attention, but Missing Children Argentina wanted to highlight that over 110 other children remained missing. Leveraging the Loan case’s visibility, the Vacations Without Children campaign launched during the winter holiday season to raise awareness about these children, bringing their stories to the forefront in places where families gather for fun, such as parks, theaters, and cinemas.
The campaign sought to remind people of the absence felt by the families of missing children while encouraging public engagement to bring them home.
Creative Concept
The campaign brought the absence of missing children into the public eye:
- Presence in Popular Spaces: Posters and displays in cinemas, theaters, parks, and public events depicted the faces of missing children with the poignant message: “Here [name] could be enjoying themselves, but they’re not because they’re still missing.”
- Influencer and Media Collaboration: Engaged 170 influencers, including popular entertainers, to amplify the campaign’s reach and emotional message.
- Mini Spot: A short video aired in 450 cinemas during blockbuster movie showings, reaching massive audiences.
This multi-channel approach ensured visibility across public spaces and digital platforms.
Execution Strategy
- Strategic Visibility: Targeted high-traffic venues where families gathered, such as cinemas showing Inside Out 2 and Deadpool & Wolverine, parks, and sports events.
- Social Media Amplification: Partnered with influencers and entertainers to share the campaign organically on social platforms.
- Earned Media: The campaign’s emotional resonance secured extensive media coverage and interviews with Missing Children Argentina representatives.
Impact and Results
The campaign achieved exceptional results in just 14 days:
- 8 children found and reunited with their families.
- 170 influencers shared content, 30 of them with over 1 million followers, posting 3-4 pieces of content each.
- 42M+ total reach across all platforms.
- Instagram account gained 11,320 new followers (+65%).
- Mini spot aired in 450 theaters, reaching record-breaking movie audiences.
- Generated an earned media value of $292,672,500 with a $0 investment.
Why It Worked
Vacations Without Children blended cultural relevance, emotional storytelling, and strategic partnerships to turn public spaces into platforms of advocacy. By humanizing the absence felt by families and leveraging high-impact visibility, the campaign inspired action and delivered tangible results that brought families closer to resolution.
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Client
Missing Children
Agency Name
di paola latina
Categories
Campaign under 250k
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