The charity has launched a digital billboard campaign, fronted by Kate McCann, to bring attention to people who have gone missing in the UK
What is it?
In her first official role as ambassador of the charity Missing People, Kate McCann has launched the biggest digital billboard campaign in British history. McCann was enlisted because her own daughter, Madeleine, disappeared while the family were on holiday in Portugal in 2007.
Billboards across the country will feature advertisements that include details of missing people, creating awareness of the new number to call if a sighting is made – 116 000 – and harnessing the public’s help to join the search.
The value of the advertising space donated by the outdoor advertising industry is estimated at more than £1m. It is also estimated that the campaign will reach about 10 million adults during the summer months, when Britain will be at its busiest with the Olympics taking place.
How will it work?
New ‘OpenLoop’ technology created by the digital production company Grand Visual will allow staff and volunteers at the charity to update the appeals to billboards instantly.
A new appeal will feature on the billboards each week for the 12 weeks the campaign is running.
The campaign will involve appeals on donated digital billboards in major cities including London, Birmingham, Manchester and Glasgow, running across rail and underground networks, on high streets and in shopping centres.
Who is behind the campaign?
The campaign has been organised by the Outdoor Media Centre and produced by Grand Visual.
Third Sector verdict:
Enlisting the help of McCann, who has a high profile, guarantees the campaign column inches alongside the advertising space. Timing the campaign to coincide with the Olympics, when Britain will have an unprecedented number of foreign visitors, ensures that it will have a very wide reach. Uploading a new appeal each week means that a number of appeals will have nationwide exposure over the course of the campaign.