To urge members of the public to sign up to its Child Rescue Alert service, Missing People has rolled out a two-week dynamic Out-of-Home (DOOH) campaign.
Patron of the charity Stephen Fry appears on the animated, comic-book style creative, encouraging people to register by texting “Hero” and their postcode to 85080.
Using DOOH screens around the UK, support from the Crime + Investigation network, ad serving platform OpenLoop and creative technology company Grand Visual, the DOOH campaign reacts to new registrations in real time and fine-tunes the message to recruit local heroes in locations that need better coverage.
Stephen Fry, charity patron at Missing People, commented:
“I am delighted to be the animated face of this campaign. I believe that Child Rescue Alert should be a national institution – something for everyone to find out about and sign up to. It reminds me of a fire extinguisher – everyone should have one ready to use at a moment’s notice but we all hope that we will never need it.”
Jo Youle, Chief Executive at Missing People, said:
“Time and again at the charity we see communities rally together when a local child goes missing.
“Child Rescue Alert is thankfully not issued often – it’s for the most vulnerable of children going missing. We are asking everyone to join us and register to be alerted as soon as possible if a child goes missing in their communities.”
Neil Morris, Founder at Grand Visual, explained:
“For the Child Rescue Alert campaign, distribution, playback and reporting are programmatically achieved using real-time audience information and data insight to drive the decision making process. DOOH is the perfect medium for this type of activity, delivering important and timely messages at scale.”
The campaign is running on JCDecaux Transvision screens across major rail stations as well as other outdoor sites around the UK from 15th-28th February. JCDecaux is a long-term supporter of the Missing People charity.