Creative Execution

Save The Children endorsed and promoted ‘Missing Child’ Lock Screens across a variety of channels. Print, poster and radio spots kicked off the launch whilst online banner ads drove people to download the app.

By harnessing the collective power of smartphones, help is now at your fingertips the MOMENT it’s needed the most. Over 80,000 downloads in one month. That’s 80,000 instant search volunteers forming a real-time community watch.

In China, 200,000 children go missing every year. That’s one child EVERY 3 MINUTES. Every time a child goes missing, TIME is of the essence. But by law, the child needs to be gone for 24 HOURS just to be listed as missing. By that time, it’s normally too late… FACT: CHILDREN WHO GO MISSING IN CHINA FOR MORE THAN ONE HOUR ARE UNLIKELY EVER TO BE FOUND AGAIN. With millions of smartphone users in China, we knew there HAD to be a way to help—even BEFORE the authorities can do anything. So using location-based technology, we created a mobile app that unlocks the power of every smartphone to form an instant community watch—the MOMENT a child goes missing. Best of all, it works both ways—whether you help someone find their missing child or if you’re unlucky enough to have your child go missing.