Missing Children Society of Canada, (MCSC) on May 25 a year ago, marked International Missing Children’s Day with the launch of The World’s Most Valuable Social Network, online at www.valuablenetwork.ca. The application empowers anyone with a social network to “donate” their Facebook or Twitter feed to MCSC to notify friends and followers when a child goes missing in their area. Users can choose to link their social networks for a day, a month or indefinitely and can modify their settings at any time. The campaign won Gold Use of Social Media, Silver Public Service/Social Welfare at the London International Advertising Awards, Silver for Social Networks, Silver for Facebook at the One Show Interactive Awards. MCSC has followed the campaign up this year with the World’s Most Valuable Pinboard, a Pinterest site.
When an active missing child investigation takes place in the user’s area, MCSC will push a message directly to the user’s social feed. Rather than relying on MCSC followers sharing information, this cutting-edge innovation created by MCSC’s ad agency, GREY Canada, ensures timely and accurate information is being broadcast directly to the World’s Most Valuable Social Network’s users’ friends and followers. As this system will be reserved for only the most critical situations, on average users can expect only a few alerts in their region each year.
The Most Valuable Social Network was developed at Grey Canada, Toronto, by chief creative officer Patrick Scissons, art directors Todd Lawson and Yusong Zhang, copywriters James Ansley and Marshneill Abraham, production manager Alice Keith, creative technologist Toby Pilling and Daryl Brewer, account director Patty Moher and content strategist Malcolm McLean.