Missing Children Digital World's Most Valuable Social Network by Grey Toronto

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World's Most Valuable Social Network

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Industry Charities, Foundations, Volunteers
Media Digital, Interactive & Mobile
Market Canada
Agency Grey Toronto
Copywriter James Ansley
Released May 2012


London International Awards 2012
Digital Use of Social Media Gold Winner
Digital Public Service/Social Welfare Silver Winner

Credits & Description

Entrant: GREY (Canada), Toronto
Missing Children Society of Canada
"World's Most Valuable Social Network"
Visit Website:
Corporate Name of Client: Missing Children Society of
Agency Account Director: Patty Moher
Agency: GREY (Canada), Toronto
Chief Creative Officer: Patrick Scissons
Copywriter: James Ansley
Art Directors: Todd Lawson/Yusong Zhang
Agency Producer: Alice Keith
Creative Technologist: Toby Pilling/Daryl Brewer
Social Media Strategist: Marshneill Abraham
Strategists: Malcolm McLean/Marshneill Abraham
Description of the Project
The Missing Children Society (MCSC) is the only organization in Canada committed to the search and rescue of missing kids and they receive no government funding support. As a result, they have very limited financial resources for expansive search efforts. The first few hours are critical in the search for a missing child. Traditional media “amber alerts” were slow to respond and costly.
A person starts by donating their social network(s) to the Missing Children’s Society, allowing an amber alert message from authorities to be sent directly through to that person’s newsfeed. So when a child goes missing, an alert is instantly seen by everyone in that person’s community. The more newsfeed donations, the more communities seeing the missing child, and the greater chance of a sighting.
The Most World’s Most Valuable Social Network is currently projected to reach 70% of all Canadians when a missing child amber alert is sent out.