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The National Center for Missing and Exploited Children
Runaway Train 25
RAN IN: United States
CLIENT
The National Center of Missing and Exploited Children
MUH-TAY-ZIK HOF-FER
JOHN MATEJCZYK, CHIEF CREATIVE OFFICER
PAUL STECHSCHULTE, EXEUCTIVE CREATIVE DIRECTOR
ADAM LEDBURY, ASSOCIATE CREATIVE DIRECTOR
KELSEY WILKINS, ASSOCIATE CREATIVE DIRECTOR
TANYA LESIEUR, HEAD OF PRODUCTION
MATT HOFHERR, CHIEF STRATEGY OFFICER
BRENDAN ROBERTSON, CHIEF STRATEGY OFFICER
WHITNEY JAMES, SENIOR EDITOR
AGENCY
JOHN MATEJCZYK, CHIEF CREATIVE OFFICER
PAUL STECHSCHULTE, EXEUCTIVE CREATIVE DIRECTOR
ADAM LEDBURY, ASSOCIATE CREATIVE DIRECTOR
KELSEY WILKINS, ASSOCIATE CREATIVE DIRECTOR
TANYA LESIEUR, HEAD OF PRODUCTION
MATT HOFHERR, CHIEF STRATEGY OFFICER
BRENDAN ROBERTSON, CHIEF STRATEGY OFFICER
WHITNEY JAMES, SENIOR EDITOR
Powell Communications
SLOANE HUMPHREY, PRESIDENT
TITUS WOUDA KUIPERS, ACCOUNT DIRECTOR
RSA Films
Bread & Butter
Media Monks
SUMMARY
To wake up America to the reality that 400,000 children go missing every year, we created a hyper-local campaign that featured a music video that used geo-tech, so each time the video played, it dynamically showed the viewer missing children from their area. Each video play showed new faces of missing kids to ensure as many open cases were shown to the community in which they were likely to still be in. Fourteen children located, 2 billion media impressions generated, and the technology now exists to find more children.
CASE VIDEO
Hero Medium: INTERACTIVE/ONLINE
Medium Featured On Video: INTERACTIVE/ONLINE,OOH,PR,SOCIAL MEDIA
Audience: Our audience was anyone that could have a tip or lead on a missing children.
Objectives: Increase awareness
Type: Business to Consumer
Language: English
