• 3.jpg
  • 4.jpg
  • 7.jpg

Silver Winner

Digital — Public Service/Social Welfare

Entrant: GREY (Canada), Toronto

Missing Children Society of Canada
"World's Most Valuable Social Network"

Visit Website
Strategists: Malcolm McLean/Marshneill Abraham Social Media Strategist: Marshneill Abraham Creative Technologist: Toby Pilling/Daryl Brewer Agency Producer: Alice Keith Art Directors: Todd Lawson/Yusong Zhang Copywriter: James Ansley Chief Creative Officer: Patrick Scissons Agency: GREY (Canada), Toronto Agency Account Director: Patty Moher Corporate Name of Client: Missing Children Society of Canada
Description of the Project

The Missing Children Society (MCSC) is the only organization in Canada committed to the search and rescue of missing kids and they 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” were slow to respond and costly.

A person starts by donating their social network(s) to the Missing Children’s Society, allowing an amber alert message from authorities to be sent directly through to that person’s newsfeed. So when a child goes missing, an alert is instantly seen by everyone in that person’s community. The more newsfeed donations, the more communities seeing the missing child, and the greater chance of a sighting.

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.

Sorry, this website doesn't support Internet Explorer 6

Please upgrade your browser.