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!
What we achieved:
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.
Let’s get into the good stuff!
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.
Rebrand the International Centre for Missing and Exploited Children (ICMEC).
The Ask:
People aren't familiar with ICMEC.
Challenge:
ICMEC can be a category expert with the necessary tools & information to help people join the fight against child exploitation.
Opportunity:
People want to help fight for causes they believe in but aren’t sure what they can do to actually make an impact.
Insight:
ICMEC uses education and action to turn bystanders into heroes in the fight against child exploitation.
Strategy:
Case Study Video:
Target Audience:
Donor Journey:
Website:
People want to know what CAPE is about and how they can help. The new CAPE website has an optimized, modern design that makes it easy to access resources and training or make a donation.
CAPE is all about accessibility and education.
We’ve made it easier to access resources, register for training sessions, and 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 Strategy:
Content Pillars:
EDUCATION
WORLDWIDE REACH
TOOLS & RESOURCES
Learn about child exploitation from experts in the field in order to better understand how to solve the issue.
Explore CAPE’s worldwide presence, meet global partners, and come to a better understanding of CAPE’s international achievements.
Learn to make actionable change with the help of CAPE’s tools and resources, including its certification program and social media groups.
The Team
Copywriter: Caitlin Sherman
Art Directors: Amanda Vigdor & Kevin Pham
Graphic Designer: Hannah Hartstein
Account Executive: Grace Becker
Brand Strategist: Niharika Verma
Data Strategist: Seán Leary