About 50,000 children are reported missing every year in Canada and the first few hours of the search are the most crucial. So the Missing Children Society of Canada with ad agency Grey Canada, created a campaign where they asked people to donate their Facebook and Twitter news feeds.
By “donating” a social media account, users were allowing authorities to send out missing children alerts directly to their news feeds. The messages were geographically coded, meaning a user in Toronto would only have messages posted about missing kids in their area.