1. Innovation

Tencent, the Chinese Internet powerhouse known for its QQ instant messenger and 860 million users, has come up with a more effective and innovative way to help these parents: turning the social network into a missing children alert system -- QQ Alert. Under QQ Alert, everyone can be a missing children rescuer in Golden 72 Hours.

2. Data insights

By creatively using data gathering by Location-Based Services technology, QQ instant messenger users located in the same city where the child goes missing, will receive a high-level push message directly on their smartphones, asking for help. They are the key players and most likely to help, to share the information and draw public attention.

3. Originality

QQ Alert creatively uses data gathering by Location-Based Services technology, to turn a social network with 860 million users into a missing children alert system, the first of its kind in China and in the world.

1. Implementation

Once a child goes missing and parents file the case with the police, QQ operation team receives the child’s information directly from the police. Tencent leverages the latest Location-Based Services technology to automatically identify tens of millions of QQ users located in the same city where the child goes missing. QQ users located within the radius of 120 kilometers will receive a high-level push message on their smartphones, asking for their help. They are the key players and most likely to help, to share the missing children's information and draw public attention.

2. Data integration

According to the Location-Based Services data, QQ users located within the radius of 120 kilometers will receive a high-level push message directly on their smartphones, asking for help.

1. Data driven behaviour change

Since March 2015, more than 288 million users have joined our campaign, and the average click rate of QQ Alert push messages is 30%. So far, we have used QQ Alert to find 54 missing children across China, 12 of whom enjoyed long-awaited family reunions.

QQ Alert turns an entire social network of 860 million QQ instant messenger app users into a missing children alert system. Under QQ Alert, everyone can be a missing children rescuer in Golden 72 Hours.

More than 300 Chinese media outlets, including Xinhua News Agency, China News Service, national TVs, newspapers and websites have reported on QQ Alert, the first service of its kind in China. These reports further encourage the public to rescue more missing children.

Becasue QQ Alert turns an entire social network of 860 million QQ instant messenger users into a missing children alert system. Under QQ Alert, which use QQ mobile app as a direct channel, everyone can be a missing children rescuer in Golden 72 Hours.

By creatively using data gathering by Location-Based Services technology, QQ instant messenger users located in the same city where the child goes missing, will receive a high-level push message directly on their smartphones, asking for help. They are the key players and most likely to help, to share the information and draw public attention.

1. Data gathering

We use Location-Based Services technology to identify millions of QQ users located in the same city where the child goes missing.

2. Data interpretation

According to the Location-Based Services data, QQ users located within the radius of 120 kilometers will receive a high-level push message directly on their smartphones, asking for help. Because these QQ users are close to the location where the child goes missing, they are the key players and most likely to help, to share the missing children's information and draw public attention.

3. Targeting

Our target audience are tens of millions of QQ users located in the same city where the child goes missing. They are the key players and most likely to help, to share the information and draw public attention.

1. Situation

Each year, tens of thousands of children go missing in China. Some are sold into adoption or forced to become street beggars, while others are sold for forced labor or prostitution. Most parents who lose children stand very little chance of seeing them again.

2. Brief

Many desperate parents lack an effective way to find their children. They pass out flyers and travel across China to search for their children, and an entire ecosystem on the Internet has sprung up for parents to search for missing children. But in a country of 1.4 billion people, it's like fishing a needle out of the sea.

3. Objective

We want to find out a more effective and innovative way to help these parents, so everyone can be a missing children rescuer in Golden 72 Hours.