News

Twitter and DOOH campaign for Int'l Missing Children's Day

May 28, 2013

The outdoor media industry in the U.K. joined the charity Missing People in harnessing the power of Twitter in a dynamic digital out-of-home campaign for International Missing Children's Day on May 25, according to an announcement from digital production company Grand Visual.

The #bigtweet for Missing Children drew excellent results and saw celebrities including Simon Cowell, Stephen Fry and Lord Sugar joining the search for missing children on Twitter, and throughout the day, appeals and tweets were shared live on digital billboards across the U.K. in an initiative organised by the Outdoor Media Centre and Grand Visual.

The #bigtweet highlighted 48 children still missing, via 58,000 retweets, and reached an online audience of 40 million with the appeals. The charity published many of these to outdoor screens across the U.K. using the OpenLoop dashboard and extending the reach of the campaign to millions more people.

The activity sent the #bigtweet trending on Twitter and increased the charity's Twitter followers by 14,000. The special day has so far raised £60,000 for the charity Missing People. The charity is now following up all sightings and information received.

Missing People CEO Jo Youle said in the annoncement that, "thanks to the support from the outdoor media community and celebrities, last Saturday proved to be a huge success. The funds raised will mean that the charity can be a lifeline for more families facing the toughest times of their lives."

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