The outdoor media industry is to boost its pro-bono support for the Missing People charity, extending the charity's digital outdoor campaign until June 2013 with the introduction of regional targeting.
The total value of the media space donated between July 2012 and the anticipated end of the campaign in June 2013, now comes £2.88m. JCDecaux is part of the partnership with The Outdoor Media Centre, the Missing People charity and Grand Visual. The campaign covers major cities London, Birmingham, Manchester and Glasgow.
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.
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.”
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