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.