At Outsmart, we believe the power of digital Out of Home (OOH) can be used for more than just advertising, which is why we’ve partnered with the charity Missing People since 2012.
Missing People offers a lifeline for the families and loved ones of the 250,000 people who go missing each year.
By using a range of digital OOH inventory donated by a number of our members across the UK, the charity is able to appeal for missing people on a medium that has become synonymous with ubiquity and scale.
The contextual and instantaneous nature of digital OOH has proven to be the perfect fit for the charity. Not only are urgent appeals broadcast in the areas which are most relevant, they are done so in real-time and, as importantly, are removed as soon as the person featured in the appeal has been found.
The real value of the partnership can be seen in the results:
The number of appeals made for missing people increased from 398 in 2011/2012 to 777 in 2013/2014
Inbound contacts to Missing People have risen an astounding 328% since the partnership began
More than 250 people have been found safe and well as a direct result of the digital OOH appeals
As a result of the success experienced by Missing People, Outsmart is committed to continuing our partnership.
As we look forward, the hope for the partnership is not only to continue to provide a platform that has the ability to reach people at their most vulnerable, but also to continue to provide momentum for the charity.
"The media made available to us is a perfect fit and has changed the way we work." (Ross Miller, Director of Fundraising and Communication, Missing People)
"The media made available to us is a perfect fit and has changed the way we work – we can now make appeals for the most vulnerable people rapidly in a highly targeted way. The ability to update, or remove, appeals as the investigation progresses, for instance the search moves to a new area or the person is found, is a great comfort to families of those who are featured and are going through the toughest time of their lives." said Ross Miller, Director of Fundraising and Communication, Missing People