The Missing Children Initiative

04.10.2011

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), Kempertrautmann advertising agency 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. For this, Kempertrautmann started a promotion with focus on people living in the Germany/Austria/Switzerland region.

At the football match FC Bayern Munich versus Real Madrid, Bayern captain Mark van Bommel entered the playing field without a child mascot 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.

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”.


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