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116 000 Brand Campaign

116 000 Brand Campaign. October 2012. Brand Campaign. Aim To develop understanding of Missing People and its 116 000 services Objectives To reach 2 million people with brand messages by end of 2014-15 Approach Build on pro bono support and treat this as seriously as financial support

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116 000 Brand Campaign

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  1. 116 000 Brand Campaign October 2012

  2. Brand Campaign Aim To develop understanding of Missing People and its 116 000 services Objectives To reach 2 million people with brand messages by end of 2014-15 Approach Build on pro bono support and treat this as seriously as financial support Audiences UK adults 24-45, likely with children 0-12, mostly unaffected by issue

  3. Film Partnerships Digital Social Media Community Strategy Focus on awareness not number

  4. Nationwide advertising campaign by BBH • Made possible by ICAP • Cinema roll-out through Pearl & Dean and DCM • 3500 screenings of the cinema advert 116 000 – the video

  5. Last year the charity gave 1,048 people the chance to reconnect safely FACT

  6. Live feeds into Police missingkids.co.uk Promotion of 116 000 via Regional Police Support offered to every family Sightings from the public Information and advice for charities, police and the public Partnership with Police

  7. 116 000 – Digital Campaign Designed a digital billboard campaign to work with Open Loop technology

  8. The Big Tweet

  9. Estimated overall reach of 20,000,000 20,000 website visits (average 1,600) Followers grew from 11,500 to 17,000+ 24,827 between 30th April to 30th May. With re-tweets there were 48,000 mentions 82 organisations, including corporates, police

  10. Political Impact No.10 Downing Street Reception

  11. Bringing together supporters in local areas across the UK • To join the search • To raise awareness • To sign up supporters • To raise money Community

  12. The Big Picture Over £30,000 raised PR Coverage with an AVE of £220,000 #116000 messages reached an estimated 20 million Pro bono advertising campaign worth over £2million on digital billboards, print media and online Increase in calls to helplines but not overwhelming

  13. What did we learn? • Multi-dimensional is key to success • Cultural step-change required for organisation • Learn how to capture the interest (data) • Exciting, high-octane moment: cross-charity working and increase in morale • Two years of preparation

  14. Sir Trevor McDonald, Patron MISSING PEOPLE IS LEADING THE WAY IN HOW CHARITIES SHOULD OPERATE.

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