On International Missing Children’s Day (25 May), the Outdoor media industry joined the charity Missing People in harnessing the power of Twitter in a dynamic Digital Out of Home campaign with excellent results.
The #bigtweet for Missing Children saw celebrities including Simon Cowell, Stephen Fry, and Lord Sugar joining the search for missing children on Twitter, and throughout the day, appeals and tweets were shared live on digital billboards across the UK in an initiative organised by the Outdoor Media Centre and Grand Visual.
The #bigtweet highlighted 48 children still missing, via 58,000 retweets, and reached an online audience of 40 million with the appeals. The charity published many of these to Outdoor screens across the UK using the OpenLoop dashboard and extending the reach of the campaign to millions more people.
The activity sent the #bigtweet trending on Twitter and increased the charity’s Twitter followers by 14,000. The special day has so far raised £60,000 for the charity Missing People. The charity is now following up all sightings and information received.
The outdoor campaign covers major cities London, Birmingham, Manchester and Glasgow and is supported by JCDecaux, CBS Outdoor, Primesight, Ocean Outdoor, blowUP media, Outdoor Plus, Forrest, Eyecorp, Verifone and Amscreen.