Year-Long Child Safety Awareness Campaign Uses Digital Out-of-Home Media to Raise Awareness Across US
NEW YORK, NY — Be Here for Kids, a child safety awareness campaign on behalf of the National Center for Missing & Exploited Children (NCMEC), has launched nationwide to coincide with National Missing Children’s Day (May 25). The campaign is running on digital out-of-home (DOOH) media donated by Clear Channel Outdoor Americas (CCOA), and Clear Channel Airports (CCA).
The DOOH ad campaign features a series of powerful images and messages to help educate people across the country about the most important issues related to missing and exploited children, and direct them to NCMEC’s free safety resources. The ads remind people they don’t have to wait 24 hours to report a missing child and directs the public to Behereforkids.org for more information.
CCOA and CCA’s media donation allows NCMEC to reach millions of people in cities across the country using digital billboards in 28 of its 38 US markets including Washington, D.C., Chicago and New York and on airport displays in major US international airports including Chicago O’Hare, Minneapolis-St. Paul International Airport, Denver International Airport, Hartsfield- Jackson Atlanta International Airport and Seattle-Tacoma International Airport.
“The National Center for Missing & Exploited Children has made tremendous strides over its 31 year history working to ensure the safety of our children,” said Toby Sturek, Executive Vice President, Specialty Businesses, CCOA. “Our partnership gives their messages great visibility in local communities around the country and in major U.S. airports and will help protect and save the lives of children across the U.S.”
For years, CCOA has tapped the real-time capabilities of its digital out-of-home media network to help recover abducted children through the posting of AMBER Alerts on its digital billboards. This new campaign extends that effort and underscores the company’s ongoing commitment to child safety.
“We are grateful to Clear Channel Outdoor Americas and Clear Channel Airports for their generosity in supporting the National Center for Missing & Exploited Children on National Missing Children’s Day through the ‘Be Here For Kids’ campaign,” said Linda Krieg, NCMEC’s acting CEO. “There has been amazing progress in child safety but there are still too many children at risk. Our commitment to their safety demands that we work harder than ever before, and now everyone who sees the campaign will have the chance to join us in the fight to protect children.”
Child safety continues to be a critical issue nationwide. In 2014, there were more than 460,000 reports of missing children made to law enforcement in the United States. Also, law enforcement agencies have seen a dramatic increase in cases of child sexual exploitation in recent years. Last year there were more than 1 million reports of suspected child sexual exploitation made to NCMEC’s CyberTipline, a reporting mechanism for these crimes.
Free Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.