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Child Rescue Alert Uses Programmatic DOOH Ads to Help Find Missing Kids

Missing People has rolled out programmatic digital out of home ads featuring Stephen Fry to help hunt down missing children.
The charity is leveraging travel and location data to programmatically use space in digital spaces across the UK, urging people to sign up to the Child Rescue Alert service, which will inform them whenever a child goes missing in the area.
Production and creative technology company Grand Visual is utilising Open Loop technology to deliver the campaign which hopes to bolster sign ups to the service on a national level.
Clear Channel, JCDecaux, Outdoor Plus, and Primesight donated the ad space predicting 60m impressions across two weeks, with additional creative appearing on press, TV and online.
Stephen Fry, a patron to the charity Missing People, said: “I am delighted to be the animated face of this campaign as I believe that Child Rescue Alert should be a national institution – something for everyone to find out about and sign up to.
“It reminds me of a fire extinguisher – everyone should have one ready to use at a moment’s notice but we all hope that we will never need it.”
Neil Morris, founder, Grand Visual, said: “For the Child Rescue Alert campaign, distribution, playback and reporting are programmatically achieved using real-time audience information and data insight to drive the decision making process. DOOH is the perfect medium for this type of activity, delivering important and timely messages at scale.”
Over 315,000 people are currently registered to receive targeted Child Rescue Alerts, the group hopes this figure will receive a substantial boost from the campaign.
Via: The Drum 

Creative Advertising Uses Polarizing Film to Highlight Plight of Lost Children

To help draw the problem of missing children into the public light, German agency thjnk came up with a set of creative billboards that helps the public “find” those that have gone missing. The advertising campaign cleverly employs polarizing film, along with a billboard that looks like an oversized Facebook Page.
The first step was to set up TV screens without polarizing film on the streets of Hamburg, which through the naked eye appear to be blank. The second billboard, shaped like a Facebook page, had polarizing film stretched across a large window which passersby could see through.
When people looked through the larger billboard, the images of missing children were clearly visible on the smaller TV screens. Not only does it tie in perfectly with the plight of these children, but it also engages people in a way that encourages them to feel responsible for “finding” the lost kids.
There are already plans for the billboards to be installed all across the country, which will hopefully promote the cause, and inspire people to come forward and offer their help in the ongoing search for missing children.
The campaign was created for the Facebook page, “Deutschland findet euch,” which translates to “Germany Finds You,” and also incorporated the expertise of the Effective Team and Screenlab.
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Via: psfk