Missing Children Awareness: "WORLD'S MOST VALUABLE SOCIAL NETWORK" Print Ad by Grey Group

Type of entry: Other Interactive Digital Solutions
Category: Community Applications
Advertiser: MISSING CHILDREN SOCIETY OF CANADA
Product/Service: MISSING CHILDREN AWARENESS
Agency: GREY GROUP CANADA Toronto, CANADA
Advertiser MISSING CHILDREN SOCIETY OF CANADA
Product MISSING CHILDREN AWARENESS
Entrant GREY GROUP CANADA Toronto, CANADA
Type of Entry: Other Interactive Digital Solutions
Category: Community Applications
Title: WORLD'S MOST VALUABLE SOCIAL NETWORK
Advertiser/Client: MISSING CHILDREN SOCIETY OF CANADA
Product/Service: MISSING CHILDREN AWARENESS
Entrant Company: GREY GROUP CANADA Toronto, CANADA
DM/Advertising Agency: GREY GROUP CANADA Toronto, CANADA
Producer: Alice Keith (Grey Canada)
Account Supervisor: Patty Moher (Grey Canada)
Chief Creative Officer: Patrick Scissons (Grey Canada)
Writer: James Ansley (Grey Canada)
Art Director: Todd Lawson (Grey Canada)
Art Director: Yusong Zhang (Grey Canada)
Creative Technologist: Toby Pilling (Grey Canada)
Creative Technologist: Daryl Brewer (Grey Canada)
Brief Explanation
Challenge:
The Missing Children Society (MCSC) has very limited financial resources for search and rescue efforts. Traditional media “amber alerts” like road signs and posters were slow to respond and costly. A person joins the World’s Most Valuable Social Network by going to valuablenetwork.ca and donating their social network(s). When a child goes missing, an alert from authorities is automatically sent directly through to that person’s newsfeed reaching everyone in his or her community and creating an instant online search party. Results Currently projected to create an online search party that reaches 70% of all Canadians.
URL: http://64.40.117.97/work/2012/ValuableNetwork/