Published by Sue Johns-Chapman
Published Date 03.11.2025 
When fear dominates headlines, true creativity has the power to bring hope. That was the starting point for Alpha Agency’s “Never Alone!” campaign – a project that turned a growing national concern into a conversation that united families, experts, and institutions across Lithuania.
At Alpha Agency, we believe that creativity should always serve people first. We are a strategy-led, full-service marketing and advertisement agency based in the Baltics, helping brands create a whole movement, not just metrics. Our work with Findmykids, a global family safety app, became a perfect example of that belief in action.
A Crisis No One Wanted to Talk About
In 2024, Lithuania faced a silent but alarming crisis. Thousands of children went missing every year. Over 3 000 in 2023 alone. News stories about abductions appeared far too often, and social media was filled with worried parents searching for answers. Psychologists warned of rising anxiety, while NGOs pleaded for better awareness.
But there was one thing missing: a coordinated, hopeful message that could bring parents comfort and guidance. That is where Findmykids and Alpha Agency came in. Not just to promote an app, but to start a conversation the country urgently needed.
Our mission was simple yet ambitious: turn fear into preparedness, panic into confidence, and technology into peace of mind.
The Spark of an Idea
The idea began in an unexpected place – a movie. As the team brainstormed, one cultural image kept resurfacing: the scene from “Home Alone,” where a mother realizes she has accidentally left her son behind. It is a moment of pure panic, instantly relatable to any parent. That became our emotional key.
The line “Do you know where your Kevin is?” was born. It captured everything we wanted to say: a mix of humor, nostalgia, and truth. It was both a question and a wake-up call. From there, “Never Alone!” grew into something far larger than a marketing campaign. It became a national movement. One that made child safety not just visible, but personal.
A Story That Spread Nationwide
The campaign launched in Lithuania and unfolded across every major communication channel. It started with three press releases sharing real missing-children’s statistics and practical safety tips, co-created with NGOs and psychologists. Journalists responded immediately. Stories appeared across 24 national media outlets, from Delfi to Lrytas and TV3.lt. Influencers joined in, sharing their own “Kevin moments” – personal stories about parental fear and relief that resonated deeply with audiences.
The message soon reached radio and podcasts, sparking honest conversations about how parents could talk to their children about safety without fear. The visuals, inspired by “Home Alone,” blended cinematic emotion with family warmth, showing that technology could be both protective and human.
In just four weeks, the topic of child safety became impossible to ignore in Lithuania. “Never Alone!” was everywhere! Not because it was bought, but because people wanted to talk about it.
The Results That Spoke for Themselves
What started as a small PR-led idea became a country-wide conversation. The campaign achieved more than 8.1 million earned media impressions and reached 99% of Lithuanian parents with children aged 6-15. Daily app downloads doubled, directly tied to PR visibility. But the real success was emotional: parents began to talk openly about safety, often for the first time.
NGOs reported an increase in inquiries about prevention programs. Psychologists shared our content as educational material. Families commented on articles and social posts, saying things like “Finally, someone is talking about this, not to scare us, but to help.”
This campaign did not just change awareness. It changed behavior.
What Being Shortlisted Means to Us
For us, being shortlisted at the European Agency Awards 2025 in three categories (Best PR Campaign, Best Integrated Campaign, and Best Local Campaign) is a milestone we are incredibly proud of. It is more than recognition for great creative work. It is proof that strategic storytelling, grounded in empathy and truth, can spark real social change, even in a small market like Lithuania, a country of fewer than 3 million people. The entire Alpha team sees this nomination as a reminder of why we do what we do: to connect people, not just promote products.
Behind the Scenes: A Collaborative Effort
“Never Alone!” was born out of teamwork, between strategists, creatives, NGOs, journalists, and the Findmykids brand. Every partner shared the same goal: to protect children and empower parents.
The campaign also reflected our agency’s values – bold ideas with a human heart. It showed how insights, creativity, and cultural relevance can merge to create lasting impact. It was not about selling an app. It was about making a conversation impossible to avoid. We did not chase headlines, we earned them!
Our Experience with the European Agency Awards
Entering the European Agency Awards was an inspiring experience. The process encouraged us to reflect on what truly made “Never Alone!” special. Not just the results, but the responsibility it carried. The Don’t Panic Awards team made everything seamless and professional. Their clarity, support, and enthusiasm turned what could have been a stressful submission into a genuinely enjoyable journey.
As a growing agency from the Baltics, being recognized on a European stage motivates us to keep pushing creativity that matters. Creativity that changes not just brand perception, but people’s lives.
Looking Ahead
The story of “Never Alone!” continues to guide how we think at Alpha Agency. It reminded us that communication can heal, unite, and empower, if it is grounded in empathy.
As we look ahead, our mission remains the same: to build campaigns that move people. We believe the best ideas are those that make a difference, and we are ready to create more of them.
