ReMumber

Background

In the days before smartphones, children learned their parents' phone number by heart. Though years have passed, many older people will still remember the number.

In 2016, however, most children had smartphones and relied on the phone's contact list to ring home.

In the event of an emergency, when they might not have their mobile phone to hand, how would they call their parents?

Idea

Missing Children Europe wanted children to learn their parents' phone numbers in case of emergency. ReMumber was a free app which changed a smartphone's unlocking code into a phone number. Every time a child wanted to unlock their device, they would have to tap in their parents' number. The first four digits had to be learned by heart but the next numbers could be illuminated if the child needed a clue.

By typing this number dozens of times a day, it became a routine and the child had the number engraved on their brains.

Results

The initiative was launched in 15 European countries and was also available around the world. There was no media campaign but PR was generated to the tune of €280,000 in Belgium alone.

A massive number of Belgians downloaded the app and shared the initiative on social networks.

Our Thoughts

It isn't just young children who have a problem remembering phone numbers. My children are 21 and 22 respectively and neither could tell you my phone number if you asked them.

There are any number of times when your kids might need to use someone else's phone to get in touch. Would they be able to?

This is not just a useful app for parents but a piece of communication in its own right, warning us to think hard about the safety of our children. It positions Missing Children Europe as being the most authoritative of all the organisations that deal with the exploitation of children across the region.