Missing Children Society of Canada: Milk Carton 2.0

This case study describes how Missing Children Society of Canada, a charitable organisation which investigates the disappearance of children, used social media to increase public awareness and donations.

Missing Children Society of Canada: Milk Carton 2.0

Agency: Grey CanadaClient: Missing Children Society of Canada

Section I — Basic information

Business Results Period (Consecutive Months): May 25 - December 2012

Start of Advertising/Communication Effort: May 25, 2012

Base Period as a Benchmark: Previous 12 months (May 2011 - May 2012)

Section II — Situation analysis

a) Overall assessment

Each year, more than 50,000 children are reported missing in Canada - that's one child every 10 minutes. When a child first goes missing, the police, media and the surrounding community typically rally together to...

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