Objective: The National Center for Missing & Exploited Children (NCMEC) was established in 1984 to help missing and sexually exploited children and their families. However since its inception, NCMEC had become known almost exclusively for its work on behalf of missing kids. Thus there was an urgent need to communicate NCMEC's crucial role in helping sexually exploited children and their families.
Strategy: Brainwave developed a strategy for NCMEC that gave the organization a reason for being—and also gave the public a reason to contact them in a time of need.
Solution: Advertising was built around the line, "We're Here Because They're Out There." Individual ads educated the public about the various dangers of child sexual exploitation, its impact on children and their families, and NCMEC's role in helping children, their families, law enforcement and health service professionals.
Media: Print, posters, collateral, web.
Result: The campaign has succeeded in substantially raising awareness of NCMEC’s role in helping sexually exploited children and their families. In addition, the campaign helped NCMEC to garner $5 million from Congress for the establishment of an entire unit at NCMEC, the family advocacy division, to provide further support and assistance to every one involved in child sexual exploitation cases.
"Brainwave understood the issues very quickly, and created content that went right to the heart of who we are and what we were trying to say. They've built a campaign of which we are very proud and that will change the way we are viewed and do business."
–Ernie Allen, President, National Center for Missing and Exploited Children