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.
What 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
- BrightonandHoveJobs.com with the Martlets Hospice, the Young People's Centre, Grace Eyre and Rockinghorse
- Foresters with Cash for Kids.