Digital Advertising

Child Rescue Alert taps Stephen Fry for programmatic DOOH ads to help find missing kids

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By John McCarthy | Media editor

February 15, 2016 | 3 min read

Missing People has rolled out programmatic digital out of home ads featuring Stephen Fry to help hunt down missing children.

The charity is leveraging travel and location data to programmatically use space in digital spaces across the UK, urging people to sign up to the Child Rescue Alert service, which will inform them whenever a child goes missing in the area.

Production and creative technology company Grand Visual is utilising Open Loop technology to deliver the campaign which hopes to bolster sign ups to the service on a national level.

Clear Channel, JCDecaux, Outdoor Plus, and Primesight donated the ad space predicting 60m impressions across two weeks, with additional creative appearing on press, TV and online.

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Stephen Fry, a patron to the charity Missing People, said: “I am delighted to be the animated face of this campaign as 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.”

Neil Morris, founder, Grand Visual, said: “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.”

Over 315,000 people are currently registered to receive targeted Child Rescue Alerts, the group hopes this figure will receive a substantial boost from the campaign.

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