Milk Carton 2.0: The Worlds Most Valuable Social Network

Posted on June 1, 2013

The Missing Children Society handles 50,000 reported cases every year yet receive no government funding support. As a result, they have limited financial resources for expansive search efforts.

Instead of an ad campaign we created Milk Carton 2.0: The World’s Most Valuable Social Network – a series of web and mobile innovations on social platforms that created a new media channel for sharing missing child alerts and involving the public in the search. Since it’s launch in 2012 we have grown from using a donated Facebook and Twitter functionality to also include Google search, Foursquare and Pinterest to expand the reach the moment a child is reported missing.
 
Results:
• Created a new media channel that reached 70% of all Canadians at no paid media cost.
• Directly responsible for assisting in the rescue of 6 missing children in the first 5 months alone.

Agency: Grey Canada
My Project Role: Lead Art Direction, Concept

Creative Directors: Patrick Scissons, James Ansley
Art Director/Associate Creative Director: Todd Lawson
Writers: James Ansley, Dave Barber
Dev: Toby Pilling, John Breton, Daryl Brewer

Awards:
2014 Effies – Good Works Category – Gold – Full Campaign
2013 Cannes – Mobile Lion Silver – ValuableCheckin.ca
2013 Marketing – 2 Golds + Special Jury Selection “Marketing for good” – ValuableNetwork.ca
2013 One Show – 2 Silver Pencils – ValuableNetwork.ca
2013 Art Directors Club – ValuableNetwork.ca
2012 Tomorrow Awards ADC of NY – ValuableNetwork.ca
2012 ADCC – Gold – ValuableNetwork.ca
2012 LIAs – Gold & Silver – ValuableNetwork.ca
2012 Cannes – Cyber Lion Bronze – ValuableNetwork.ca

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