On May 25, 2012 – International Missing Children’s Day – we launched a new online social tool for the Missing Children Society of Canada in parallel with a new partnership between the Society and Amber Alerts in Ontario. The World’s Most Valuable Social Network allows people to “donate” their social network as a media vehicle to spread the word every time a child goes missing.
It launched with media coverage across the country and was covered by every major news channel, multiple online articles and most importantly – a huge turn out socially with donated networks from some of Canada’s most prominent celebrities, corporations and sponsors. Sarah McLachlan, Brett Wilson, Arlene Dickinson, the Calgary Flames, multiple law enforcement organizations, political leaders and more donated their Twitter and Facebook feeds to form an online search party with a massive social reach.
Agency: Grey Canada
My Project Role: Lead Art Direction, Concept
Creative Directors: Patrick Scissons, James Ansley
Art Director: Todd Lawson
Writer: James Ansley
Dev: Toby Pilling, Daryl Brewer
Awards:
Cannes Advertising Awards 2012 – Cyber Bronze Lion
Applied Arts Interactive 2012 – Public Service/Charity (Non-Profit)
Applied Arts Interactive 2012 – Pro Bono
Applied Arts Interactive 2012 – Social Media
The challenge:
More than 50,000 children go missing in Canada every year. How can we use the power of social networking to spread the word as quickly as possible when one goes missing?
The idea:
The World’s Most Valuable Social Network allows people to “donate” their social network as a media vehicle to spread the word every time a child goes missing.
Online advertising efforts drive to a single page hub where the person enters all online communities they are members of like Facebook, Twitter and Google+. When a child goes missing, a message from the authorities is sent directly through that person’s social circles, notifying everyone of the missing child.
Location is critical in a search, so if a child goes missing in Toronto participants living in Toronto are sent the notification first. The more people that participate, the more valuable this people-powered Amber Alert becomes.
VIDEO CASE STUDY COMING SOON
Category: ad work, digital, social media
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