The out-of-home campaign for charity Missing People is returning to cities across the UK from today (Monday), with a series of regionally targeted weekly appeals.
The executions, which will run across transit, city centre and roadside locations, feature the name, age and photo of a missing person, along with the date and location they went missing, plus the free number to call or text for sightings – 116 000.
The push is organised by adtech group Qdot and supported by media owners including JCDecaux, Maxx Media, Limited Space and Perfect Fit Media. It makes use of OpenLoop, Qdot’s dynamic creative optimisation ad server, and its measurement platform PlayTrack, which will provide independent third-party verification for the campaign.
Ross Miller, director of fundraising and communications at Missing People, said: "OOH visibility is so important in our search to find useful information that helps families reconnect with loved ones. OpenLoop allows us to run regionally targeted searches that we can update in a moment and PlayTrack provides full feedback, so we can understand exactly what presence we had across all inventory.
"Digital billboards have proven to be an immensely powerful tool in the search for missing people and we are enormously grateful to the outdoor media owners involved for their incredible support."
The campaign first launched in 2012 and was conceived by the Outdoor Media Centre (now Outsmart). It last ran about 18 months ago.