Category: Best Use of Social Media Marketing
Advertiser: MISSING CHILDREN SOCIETY OF CANADA
Product/Service: MISSING CHILDREN AWARENESS
Agency: GREY GROUP CANADA
Chief Creative Officer: Patrick Scissons (GREY Canada)
Writer: James Ansley (GREY Canada)
Art Director: Todd Lawson (GREY Canada)
Art Director: Yusong Zhang (GREY Canada)
Creative Technologist: Toby Pilling (GREY Canada)
Creative Technologist: Daryl Brewer (GREY Canada)
Producer: Alice Keith (GREY Canada)
Account Supervisor: Patty Moher (GREY Canada)
Writer: Marshneill Abraham (GREY Canada)
Planner: Malcolm McLean (GREY Canada)
Media placement: Digital - Website - March 12, 2012
Insights, Strategy & the Idea
The Missing Children Society (MCSC) is the only organization in Canada committed to the search and rescue of missing kids. They handle an estimated 50,000 reported cases every year and receive no government funding support. As a result, they have very limited financial resources for expansive search efforts. The first few hours are critical in the search for a missing child. Traditional media “amber alerts” like road signs and posters were slow to respond and costly. The Most World’s Most Valuable Social Network uses the power of online communities to create an online search party the minute a child goes missing.
Creative Execution
A person joins the Most Valuable Social Network by going to valuablenetwork.ca and donating their social network(s) to the Missing Children’s Society. When a child goes missing, an alert message from the authorities is automatically sent directly through to that person’s newsfeed reaching everyone in his or her community. The more donations, the more communities seeing the child, and the greater the chance of a sighting. And unlike traditional media “amber alerts”, this online search party was people-powered, so it’s always growing in size and speed.
Results and Effectiveness
The Most World’s Most Valuable Social Network is currently projected to reach 70% of all Canadians when a missing child amber alert is sent out.