A child disappears off a sugar brand's packaging for an important reason

Charity Child Focus follows award-winning work 'Coins of Hope' campaign

Published On
Mar 21, 2018

Editor's Pick

Last year, Belgian charity Child Focus and agency Wunderman Belgium won multiple awards, including five Cannes Lions, for "Coins of Hope," a campaign in which they printed the face of a missing boy on one million 2 Euro coins.

The charity and agency have now teamed up again for another campaign, "Missing Poster Child," which focuses not on coins but on a well-known brand of sugar in Belgium. Tiense Suiker's light brown sugar "Cassonade Graeffe" has for 65 years carried the image of a child. But to highlight missing kids, the campaign removes the picture from the packaging for a limited time.

The initiative is being supported by a Facebook video in which a young man, Edouard, who was once a missing boy himself explains what is happening. The limited-edition packaging not only repeats the call to share "missing" notices in the video, but also lists the 24/7 emergency contact number.


Mar 21, 2018
Agency :
Brand :
Child Focus
Client :
Child Focus
Client Contact :
Dirk Depover
Tiense Suiker Contact :
Isabelle Roelandts
Tiense Suiker Contact :
Dominique Demets
Account :
Seppe Dogge
Account :
Sander Van de Wiele
Creative Director :
Pieter Staes
Creative Director :
Manuel Ostyn
Creation :
Wout Geysen
Creation :
Tijs Dejonckheere
Design Direction :
Sebastien Greffe
Design :
Nathalie Wlostowski
Anja Van den Broeck
Jan-Bart Debruyne
Social :
Chloé Van Elsen
Producer :
Caroline Van Ranst
Film Production :
Static Films
Director :
Jan Boon
Editor :
Hans Desmet
Sound Director :
Menno Van Riet

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