International Center for Missing & Exploited Children
Rebranding campaign created during “Camp ADventure,” a virtual summer internship and competition created by the VCU Advertising Club.
Account Manager: Grace Becker
Strategy: Niharika Verma & Sean Leary
Art Direction: Amanda Vidgor, Kevin Pham
Design: Hannah Hartstein
Copywriter: Caitlin Sherman
The International Center for Missing & Exploited Children works to eradicate child abduction, sexual abuse, and exploitation. People are aware of and care about the issues that ICMEC works to solve, but the organization itself is forgettable and has little public name recognition.
We were asked to rebrand ICMEC to bring more recognition to the resources ICMEC provides and empower people to make a difference.
Insight: People want to help fight for causes they believe in but aren't sure what they can do can really make an impact.
Anyone can be a hero with the right mentor.
Website
CAPE is all about accessibility and education, so we made it easier to access resources, register for training sessions, and to learn more.
CAPE Global
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.
Content Pillars
CAPE's content strategy will focus on three different pillars. Worldwide reach, tools and resources, and education. We created digestible content for people who want to learn more about the issue, and made it easy for everyone to access.
Launch
We partnered with social media platforms to create awareness for missing and exploited children by showing 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 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.
