1. Brief

Drive registrations to the Child Rescue Alert system. CRA alerts the public by text message, as quickly as possible, to a high risk child disappearance in their area. The system relies on a nationally distributed network of subscribers who have registered their mobile numbers and postcodes.

2. Response

Through dynamic creative optimisation, the campaign messaging constantly evolved by cross referencing real-time registration data, population density and OOH site location.

3. Results

By dynamically highlighting areas in need of coverage the campaign produced great results and the network of “local heroes” increased by 33% with greater national coverage for Child Rescue Alert.

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