The Outdoor Media Centre, Missing People and Grand Visual, have announced that the digital Out-of-Home appeals campaign it launched in July last year will be extended.
The £2.88 million nationwide campaign will now run until June 2013 and will 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 doubled the average monthly call rate to the charity, up by 120 per cent, while those making contact through text and email has also increased, up by 91 per cent. 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.
Ross Miller, director of supporter and communications at Missing People, said: "We are hugely grateful for the continued support of the Outdoor Media Community. The public response to the campaign so far and the results this has delivered has gone beyond all our expectations. The OpenLoop dashboard makes the delivery of location specific Missing People appeals extremely easy to execute, keeping the campaign responsive and timely so we can react within minutes to any new information and sightings we receive.”
Bill Wilson, operations director at the Outdoor Media Centre also commented: “We are delighted to announce the extension to the nationwide Digital Billboard campaign for Missing People. The results clearly demonstrate Digital Outdoor’s ability to cut through and reach a mass audience. The Outdoor Media Centre and our members feel strongly about this cause and it is great to see the difference we can make to the families and individuals who are affected.”
The campaign covers major cities London, Birmingham, Manchester and Glasgow and is supported by JCDecaux, Clear Channel, CBS Outdoor, Primesight, Ocean Outdoor, blowUP media, Mediaco, Outdoor Plus, Signature Outdoor, Forrest, Eyecorp, Admedia and Amscreen.