OMC Members Extend Nationwide Campaign to Find Missing People
The outdoor media industry is extending the nationwide digital billboard campaign to find Missing People till June 2013 in an initiative worth £2.88 million in total media value. The extension follows excellent results from the weekly appeals since its launch in July last year and will also see the campaign become regionally targeted in a bid to run more appeals that are locally relevant.
To date the campaign has helped to find 59 Missing People. In addition, the campaign has succeeded in more than doubling the average monthly call rate to the charity, up by 120%. Those making contact through text and email has increased considerably, up by 91%. The weekly digital billboard appeals have also driven online conversations with more than 1,000 photos of the billboards, taken by the public, being shared on social media sites.
The new campaign will allow the charity to target those areas closest to the individual’s hometown or last known whereabouts which means that several appeals can now run simultaneously across different regions. All appeals are delivered via OpenLoop, the Digital OOH campaign management dashboard.