International Centre for Missing & Exploited Children
The quick pitch
How can people help fight for a cause when they don’t even know how to contribute?
ICMEC’s rebrand makes them accessible to those who want to be more than just bystanders in the fight against child exploitation.
See the full case study below!
Why you should care?
Won the Most Compelling Insight, Best Strategy, and Best New Name with our pitch against 10 teams.
Worked with a team of strangers who quickly became allies in the pitch process.
Surveyed 200+ individuals to understand their perception of child exploitation and started conversations about ICMEC’s purpose.
Background:
Each year, millions of children go missing, and even more report histories of sexual abuse. The International Centre for Missing and Exploited Children (ICMEC) is on a mission to make the world safer by ending child abduction and exploitation. We want to help them achieve this mission by being seen in a new light.
The Ask: Rebrand the International Centre for Missing and Exploited Children (ICMEC) and launch a digital campaign to promote the new look and feel.
Our Pitch:
Target Audiences:
Primary
Secondary
Challenge:
People aren't familiar with ICMEC. While they are aware of and care about the issues that ICMEC works to solve, the organization itself is forgettable and has little public name recognition.
Opportunity:
ICMEC can be a category expert with the necessary tools & information to help people join the fight against child exploitation.
How familiar are you with ICMEC?
0 of the 200 survey respondents were aware of ICMEC.
Insight:
People want to help fight for causes they believe in but aren’t sure what they can do to actually make an impact.
Strategy:
ICMEC uses education and action to turn bystanders into heroes in the fight against child exploitation.
Big Idea:
Anyone can be a hero if they have the right mentor.
Meet CAPE: Children's Advocates Protecting the Exploited
What does it mean to be a hero? Heroes stand against injustice to save the most vulnerable members of society: children. Predators lie in wait for an opportunity to exploit and endanger these children. Whenever a child is endangered, there are people fighting behind-the-scenes to save them. Everyone who plays a part in a child’s rescue becomes a hero—providing energy, tools, and expertise to fight against exploitation.
Together, they're CAPE: Children's Advocates Protecting the Exploited.
Customer Journey with CAPE:
Content Strategy:
CAPE is all about accessibility and education.
We’ve made it easier to access resources, register for training sessions, and learn more.
Website:
We revamped the website to have an optimized, modern design that makes it easy to access resources and training or make a donation.
Cape Global Program:
Child abduction and exploitation is a global problem that requires local ambassadors to lead education and awareness initiatives internationally.
CAPE’s global chapters allow trained leaders to convene CAPE-certified child heroes on social media and stay aware of the challenges faced at home and abroad.
Social Media Content Buckets:
Education: Learn about child exploitation from experts in the field in order to better understand how to solve the issue.
Worldwide Reach: Explore CAPE’s worldwide presence, meet global partners, and come to a better understanding of CAPE’s international achievements.
Tools & Resources: Learn to make actionable change with the help of CAPE’s tools and resources, including its certification program and social media groups.
Launch Campaign: Someone’s Child Is Missing
Confusion, panic, and frustration are just some of the emotions parents feel when their child goes missing. What if we are able to show avid social media users how it feels to lose something they care about unexpectedly?
On May 25th, International Missing Children’s Day, the letters C-H-I-L-D and individual images of people disappeared from users’ social media posts.
By clicking the post location tag labeled “CAPE”, users could retrieve the missing letters and images while learning more about CAPE and the resources it provides.
Meet the Team:
Account Executive: Grace Becker
Brand Strategist: Niharika Verma
Data Strategist: Seán Leary
Copywriter: Caitlin Sherman
Art Directors: Amanda Vigdor & Kevin Pham
Graphic Designer: Hannah Hartstein
Behind the Scenes Content (Shhh!)
If you made it this far in the case study I want to let you in on some fun stuff. During the 8 weeks that we worked together, we not only got to rebrand ICMEC but brand our own agency!
MEET 404!
Our agency finds the unfound by discovering bold, new ideas to decode complex challenges through innovative creative work.
Our motto is “find the unfound”. We set out to find out-of-the-box ideas to motivate people to fight for causes they care about.
#FindtheUnfound