Cannes Lions

WORLD'S MOST VALUABLE SOCIAL NETWORK

GREY GROUP CANADA, Toronto / MISSING CHILDREN'S NETWORK / 2013

Overview

Entries

Credits

Overview

Description

The Missing Children Society of Canada (MCSC) is the only organization in Canada committed to the search and rescue of missing kids. They handle an estimated 50,000 reported cases every year and receive no government funding support. As a result, they have limited financial resources for expansive search efforts, let alone advertising to drive awareness and fundraising.

Instead of creating an advertising campaign we created ‘The World’s Most Valuable Social Network’ (MVSN) the first ever social media powered online search party.

The innovation was launched with significant fanfare on May 25th, International Missing Children’s Day. Response was immediate and overwhelming. As a direct result of the Most Valuable Social Network:

• It finally gave the Missing Children Society a national profile and presence.

• It drastically improved the financial health of the organization, with a 15% increase in public donations and a 27% increase in corporate sponsorship.

• It helped the search & rescue efforts of the organization and its investigator team at no additional cost, creating an online search party that reached 70% of all Canadians.

• But most importantly, it saved children’s lives. Deployed a total of 6 times within the first 6 months, every time resulting in a successful rescue. An unheard of 100% success rate.

The Most Valuable Social Network is a game-changing idea that changed the way the MCSC does “business”, or in this case, search for children. Its effectiveness and success was a direct result of re-interpreting the client needs and applying creativity not just to the communication challenge, but the business problem itself.

The true impact of its effectiveness went well beyond the balance sheet. The World’s Most Valuable Network found children and saved lives. And will continue to do for every day to come.

For a charitable cause, it redefined to the world what a donation could be.

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