Business Charity Awards: Cause-Related Marketing - Winner: The Outdoor Media Centre with Missing People

For a marketing partnership between a business and a charity that has used the company's products to promote the charity's cause or brand, or helped to raise funds for the charity

The Outdoor Media Centre with Missing People
The Outdoor Media Centre with Missing People

What was the project?

Last year the Outdoor Media Centre, the trade body for the outdoor advertising industry, approached the charity Missing People about forming a partnership.

Kate McCannWhat did they do?

Under the partnership, the charity puts out urgent missing person appeals free of charge on digital billboards across the UK. In the past, it relied on posters to help families with their searches.

Why did it win?

OMC has so far secured about £10m of free digital billboard space. Thirty-four people featured in the campaign have been traced, exceeding the target of 25. One 15-year-old boy was reconnected with his family after his schoolfriends saw the appeal about him on a billboard, tracked him down and persuaded him to go home. The charity is also benefiting from an increased level of awareness: the number of calls to its helpline rose by 137 per cent in the first 12 weeks of the campaign.

What did the judges say?

Andy Orchard, a consultant for Miko Coffee, said: "This is a real-time response to an increasing problem, and there was a great fit between the charity and the cause."


- Aegis Group with Expressions of Humankind

- with the Martlets Hospice, the Young People's Centre, Grace Eyre and Rockinghorse

- Foresters with Cash for Kids.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in
Follow us on:

Latest Jobs

RSS Feed

Third Sector Insight

Sponsored webcasts, surveys and expert reports from Third Sector partners


Expert Hub

Insurance advice from Markel

Charity property: could you be entitled to a huge VAT saving?

Charity property: could you be entitled to a huge VAT saving?

Partner Content: Presented By Markel

When a property is being constructed, VAT is charged at the standard rate. But if you're a charity, health body, educational institution, housing association or finance house, the work may well fall into a category that justifies zero-rating - and you could make a massive saving

Third Sector Logo

Get our bulletins. Read more articles. Join a growing community of Third Sector professionals

Register now