Outdoor Media Centre has organised a campaign for charity missing people, the launch of which will be the first official role for its new ambassador Kate McCann.
The campaign, produced by Grand Visual, will see a number of billboards publicise missing people from across the UK, through £1m worth of advertising space donated by the outdoor industry, aiming to reach over 10m adults over the summer.
Using Grand Visual’s ‘OpenLoop’ technology, staff and volunteers will be able to update appeals instantly to billboards, to highlight details of the latest high risk individuals.
The campaign will run on digital billboards across London, Birmingham, Manchester and London, at rail and underground networks, as well as high streets and shopping centres, featuring a dedicated phone number to call if there is a sighting.
Kate McCann said: “When your child goes missing you want the whole world to stop and join the search. Missing People, the Outdoor Media Centre and its members are providing an unprecedented opportunity to help safely reconnect missing children.
“More than 250,000 people are reported missing each year in the UK – worryingly they could fill the Olympic Stadium three times over. Thankfully, campaigns like this can play a vital part in the search. In May, two youngsters featured in the charity’s ‘Big Tweet for Missing Children’ were found safely.
“The search for Madeleine continues and I am delighted to lend my support as an Ambassador to this practical solution that gives hope to families like mine,” she added.