The Missing Children Society handles 50,000 reported cases every year yet receive no government funding support. As a result, they have limited financial resources for expansive search efforts.
Instead of an ad campaign we created Milk Carton 2.0: The World’s Most Valuable Social Network – a series of web and mobile innovations on social platforms that created a new media channel for sharing missing child alerts and involving the public in the search.
Results:
• Created a new media channel that reached 70% of all Canadians at no paid media cost.
• Directly responsible for assisting in the rescue of 6 missing children in the first 5 months alone.
Agency: Grey Canada
My Project Role: Lead Art Direction, Concept
Creative Directors: Patrick Scissons, James Ansley
Art Director/Associate Creative Director: Todd Lawson
Writers: James Ansley, Dave Barber
Dev: Toby Pilling, John Breton, Daryl Brewer
Awards:
Effies – Good Works Category – Gold – Full Campaign
Cannes – Mobile Lion Silver – ValuableCheckin.ca
Marketing – 2 Golds + Special Jury Selection “Marketing for good” – ValuableNetwork.ca
One Show – 2 Silver Pencils – ValuableNetwork.ca
Art Directors Club – ValuableNetwork.ca
Tomorrow Awards ADC of NY – ValuableNetwork.ca
ADCC – Gold – ValuableNetwork.ca
LIAs – Gold & Silver – ValuableNetwork.ca
Cannes – Cyber Lion Bronze – ValuableNetwork.ca
