The nationwide campaign used data to drive programmatic creative and deliver real-time, responsive and geo-targeted messages with the aim of increasing the number of people registered to receive text message alerts when a child goes missing in their area.
The data driven creative used live registration statistics from the campaign and additional location and travel data, to help tailor messages and encourage recruitment in those areas that need the coverage most. OpenLoop, our DOOH campaign management dashboard, analysed the data and automated the delivery of localised maps and messages calling for “local heroes” to sign up and “help bring a high-risk child home.”
The campaign ran on digital billboards across roadside, commuter belts, train stations and shopping malls, nationwide. Outdoor space was donated by Clear Channel, JCDecaux, Outdoor Plus, and Primesight and achieved over 30 million impressions during the two-week period. Additional activity included press, TV and online.
Register to receive Child Rescue Alerts for free at www.childrescuealert.org.uk ot text HERO and your postcode to 85080. Registration by text message costs a standard network text message rate. Obtain bill payer’s permission. Customer care 0208 392 4571. Once registered, it is then free to receive Child Rescue Alerts.