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National Center for Missing & Exploited Children

Brand Case Study


Business Objective: The National Center for Missing & Children (NCMEC) was established in 1984 to help children, their families, law enforcement and health service professionals with regard to child abduction and exploitation. NCMEC's objective was to turn itself into a brand and create a campaign that would raise its profile and make everyone more aware of its wonderful services.

Brand Strategy: NCMEC's unique selling proposition was defined as "The organization that exists to serve all those affected by or working in the field of child abduction and exploitation." The strategy was to communicate that USP in a multi-channel brand campaign — with the emphasis on a tagline that would resonate with all NCMEC's key and varied target audiences.

Brand Campaign: The brand campaign was built around the line “We’re here because they’re out there” and components were developed that, in the first wave of marketing, educated the general public directly about the specific dangers posed by child exploitation. Indirectly, the campaign also raised awareness of NCMEC’s services with law enforcement and health service professionals.

Media: Web, digital ads, specialist print media, posters, collateral, direct mail

Result: The campaign has succeeded in establishing NCMEC as a brand and substantially increasing calls for assistance. To date, Brainwave is very proud to say that the campaign has also raised $50 million for NCMEC.

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