A person joins the Most Valuable Social Network by going to valuablenetwork.ca and donating their social network(s) to the Missing Children’s Society. When a child goes missing, an alert message from the authorities is automatically sent directly through to that person’s newsfeed reaching everyone in his or her community. The more donations, the more communities seeing the child, and the greater the chance of a sighting. And unlike traditional media “amber alerts”, this online search party was people-powered, so it’s always growing in size and speed.

Brand awareness increased significantly. Based on foot traffic, it was calculated that the programme had a 1:100 media reach – for every 1 person who bought the card, there were 100 more exposed to the message. Online donations also increased 10-15% during the Cards of Hope program.