Digital Out-of-Home Creative Drives Local Participation in Child Rescue Alert Initiative
UNITED KINGDOM — An innovative DOOH campaign featuring Stephen Fry, a comedian and Golden Globe Award–nominated actor, has launched across the UK to promote awareness and participation in the Child Rescue Alert initiative. The nationwide DOOH campaign uses data to drive programmatic creative and deliver real-time, responsive and geo-targeted messages with the aim of increasing the number of people registered to receive text message alerts when a child goes missing in their area.
The data-driven creative, developed by Grand Visual, uses live registration statistics from the campaign along with location and travel data to tailor messages and encourage recruitment in those areas that need the most coverage. OpenLoop, a DOOH campaign management dashboard developed by Grand Visual, analyses the data and automates the delivery of localized maps and messages calling for “local heroes” to sign up and “help bring a high-risk child home.”
The campaign is constantly evolving and reacting to data, dynamically fine tuning the message to increase targeting efficiency and provide police with the best level of support. The Child Rescue Alert system is managed by the charity Missing People, the National Crime Agency and technology company Groupcall. It was launched in 2014 thanks to funding from players of People’s Postcode Lottery and is being funded in 2016 by Royal Mail, which has registered all of their postal workers’ PDAs to receive the alerts.
The two-week campaign is currently running on digital billboards across roadside, commuter belts, train stations and shopping malls, nationwide. Outdoor advertising space has been donated by Clear Channel, JCDecaux, Outdoor Plus, and Primesight and is expected to achieve over 60 million impressions. Additional activity includes press, TV and online.
Stephen Fry, TV presenter and patron to the charity Missing People, commented: “I am delighted to be the animated face of this campaign as I believe that Child Rescue Alert should be a national institution, something for everyone to find out about and sign up to. It reminds me of a fire extinguisher – everyone should have one ready to use at a moment’s notice but we all hope that we will never need it.
“The current recruitment drive is delivered by fun and engaging film and a digital billboard campaign incorporating some really clever OpenLoop technology which analyses sign-up data in real-time and optimizes the digital billboard messages in order to target recruitment in areas that need better coverage,” said Neil Morris, Founder, Grand Visual. “The purpose of programmatic creative is to harness the context effect of data and creativity coming together to communicate in a more resonant and effective way. For the Child Rescue Alert campaign, distribution, playback and reporting are programmatically achieved using real-time audience information and data insight to drive the decision making process. DOOH is the perfect medium for this type of activity, delivering important and timely messages at scale.”
Fry also appears in a short animation developed with TV channel Crime + Investigation, which reminds members of the public that you don’t need to be a superhero to save the day, see it here on YouTube.
Register to receive Child Rescue Alerts for free at www.childrescuealert.org.uk or text HERO and your postcode to 85080. Registration by text message costs a standard network text message rate. Obtain bill payer’s permission. Customer care 0208 392 4571. Once registered, it is then free to receive Child Rescue Alerts.
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.