Coral Jones, whose daughter April was abducted in October 2012 and Kate McCann, mother of missing Madeleine, unveiled a new digital billboard campaign yesterday, urging the public to sign up to receive Child Rescue Alerts, ahead of the launch of the enhanced system on International Missing Children’s Day (25 May).
The enhanced Child Rescue Alert system will issue alerts via email and text message at the touch of a button when a child has disappeared and their life is at risk. It is the responsibility of the National Crime Agency, in partnership with the charity Missing People, plus technology company Groupcall Limited.
The new adverts have been designed as part of a pro-bono partnership with digital marketing agency, Catalyst. There are several powerful versions featuring images of Madeleine and April accompanied by the message “If your child went missing, wouldn’t you want the world to stop and look for them?”
Coral Jones said:
"I am so relieved that this new Child Rescue Alert system has been created. The search for my beautiful April ended in tragedy and that is why I want to do everything I can to make sure that the next time a child is taken or in danger we can bring them home safely. Please, please sign up via www.childrescuealert.org.uk/register so that you can get the alerts sent to your phone. You could save a child's life."
Working with the Outdoor Media Centre, the new ads will be seen on digital billboards at prominent locations around the UK aiming to build on the 25,000 people already signed up to receive the alerts and help achieve the ambitious target of one million sign-ups in the first year.
Missing People Ambassador Kate McCann said:
“When a child is abducted, families are devastated and entire communities are torn apart. The agony of not knowing where your child is, is almost impossible to imagine. The helplessness is at times overwhelming. But there is now something we can all do to help. Please sign up at www.childrescuealert.org.uk/register to receive alerts – you could save a child’s life.”
- The project is funded by:The players of People’s Postcodes Lottery through a £225,000 award from their Dream Fund which provides organisations the chance to deliver a projec they have always dreamed of, but never had the opportunity to bring to life
- The EU through a €100,000 award as part of a programme to set up Child Alert systems across europe
These alerts will be issued via SMS, email, social media and broadcast partners. The system will go live on International Missing Children’s Day (25 May) but is already available for the public to sign up to receive alerts via www.childrescuealert.org.uk/register
Further official supporters of Child Rescue Alert include BHS, The Sun, Press Association, Microsoft, Hopewiser, Rock Choir and Twitter