Missing Children Society points the way

To celebrate a police endorsement and kick off International Missing Children's Day, the MCSC launches a TV campaign.

A new TV campaign is rolling out this Sunday to promote the Missing Children Society of Canada’s Most Valuable Social Network platform.

Created by Grey, the new campaign will run on donated media across digital and television and aims to get more folks aware of the social search platform, says Patrick Scissons, CCO, Grey Canada. “Arrow” tells the story of a police offer who rescues a little girl from an abduction thanks to an online search party.

The Most Valuable Social Network platform taps into existing networks, such as Facebook, Pinterest and Twitter, to push out content when a child is missing. Consumers donate their social platforms, giving permission to the Missing Children Society of Canada to send out these notifications. FourSquare, for example, takes advantage of the geo-located nature of the app, pushing notifications out to people in the immediate vicinity of where the missing child was last seen.

The campaign will run through June and pick up again in the back-to-school season, Scissons says. There was no media agency involved in the campaign. It was produced by donated services from Spy films, Rooster Editing, Alter Ego VFX and Eggplant Music.

The network has, to date, helped locate seven children, and has picked up numerous awards, including CASSIES Grand Prix and a Silver and Bronze Lion in Cannes. Scissons also points to yesterday’s endorsement by the Canadian Association of Chiefs of Police as a big win for the brand.

“This announcement means this is going to be tied in at a police service level, a municipal level, a government level,” he says. “It’s a sustainable platform that’s going to live on for many years versus a single flight media campaign that’s only around for as long as the medium inventory.”