16th March 2017
Leading mobile proximity marketing expert Proxama (AIM: PROX) has today joined forces with UK charity Missing People to promote their major new appeal, Find Every Child, which aims to radically increase the number of missing children the charity can find and support whilst at the same time creating opportunities for mobile users to donate to the appeal.
John Kennedy, CEO of Proxama explains how the campaign will work: “We use our mobile proximity marketing services to deliver a Find Every Child physical web campaign which shows a list of missing children specific to the local area of that user’s immediate location, as well as the opportunity to donate via text.”
“250,000 people go missing each year in the UK. It’s a staggering statistic. Despite the scale of the issue most people simply aren’t aware. Mobile provides the context that drives action. The content is personalised based on the users’ location making it very real, hopefully enabling a better chance of raising funds for this important cause, and a better chance that a missing child will be found sooner.”
The campaign is live across Proxama’s beacon-enabled network, in partnership with their advertising and out-of-home media partners within the Presenz Network: Primesight, Limited Space, T4 Media, Exterion Media, MMG, Ubiquitous and Emblem Group, who have each donated their mobile-enabled inventory to the cause.
Naren Patel, CEO, Primesight: “Donating this space to Missing People, who operate at the forefront of what out-of-home media can do for charities, is an opportunity to put the flexibility and immediacy of Presenz to use in an area that needs it most – helping others. Beacons exemplify the best of mobile enabled OOH media as they speak to people in a time and place when the message is at its most relevant.”
Nick Bedford of Limited Space, added: “We are thrilled to bring the Find Every Child message to some of the UK’s most visited shopping malls. By opening up our beacon-enabled DOOH screens to the Missing People initiative we aim to raise awareness among the public, drive donations and add relevance via location specific mobile messaging.”
As a charity partner of Outsmart, the trade body for the out-of-home industry, Missing People has a strong track record of maximising its partnerships across both the UK out-of-home industry as well as identifying innovative ways to find missing people and raise awareness. The charity’s 2016 Child Rescue Alert campaign partnered with production and creative technology company Grand Visual to develop an intelligent programmatic digital out-of-home campaign to improve regional coverage of the national system. Grand Visual have again lent their support to the Find Every Child appeal.
The campaign will also see digital taxi tops and internal taxi screens promoting the Find Every Child appeal across the capital, thanks to donated space from Verifone Media.
Jim Cohen, Sales and Marketing Director, Verifone Media UK added: “We are delighted to have the opportunity to use our formats in unison with those of other media owners to raise awareness for this cause. “Verifone Media are proud to support Missing People’s new appeal Find Every Child. Our dynamic Digital Formats in and outside London’s black cabs will reach appropriate audiences who can be motivated to help.”
Ross Miller, Director of Fundraising and Communications at the charity said: “Find Every Child will be our biggest ever appeal for public funds. We’ve been delighted by the creative fundraising approach of Proxama, Verifone and our other partners during this project and their commitment to harnessing the potential to help find missing children at the same time. As a charity, we are constantly looking at new and relevant ways of reaching out to missing children so it seems appropriate to make full use of the new possibilities technology brings to fundraising too.
“Our 24/7 crisis team are facing an unprecedented level of demand from missing children and those looking for them. They already support and reach out to the thousands of children reported missing every year and we’re hopeful that Find Every Child will be the game changer that we need to be a lifeline for all missing children.”
You can support the charity Missing People to Find Every Child today by texting the word FIND to 70660 to donate £5. Your gift could help bring a missing child home.
TEXTS COSTS £5 PLUS NETWORK CHARGE. MISSING PEOPLE RECEIVES 100% OF YOUR DONATION. OBTAIN BILL PAYER’S PERMISSION. CUSTOMER CARE 0208 392 4571. CHARITY NO. 1020419