Campaign: Milk Carton 2.0
WPP company: Grey Canada
Client: Missing Children Society of Canada

Grey Canada created a mobile tool to help find the over 50,000 children who go missing every year in Canada. When a child is reported, missing alerts are sent to popular social networking sites, Facebook and Foursquare, reaching 70% of Canada’s population. In the case of Foursquare, alerts are sent to people who are located near to where the child went missing, targeting people who are most likely to report a sighting.

Result:

6 children rescued in the first five months.

Award:

  • Cannes Lions 2013 – Silver Mobile Lion.

Chapter 6 of 9

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