The Missing Children Society of Canada handles an estimated 50,000 reported cases every year, yet receives no government funding support. As a result, it has limited financial resources for expansive search efforts. Instead of an ad campaign, we created ‘The World’s Most Valuable Social Network’, the first- ever online search party. It worked by getting people to ‘donate’ their social networks, allowing alerts to be posted on their newsfeeds. This digital innovation helped the search and rescue efforts of the organisation at no additional cost, and was directly responsible for assisting in the rescue of six missing children in the first five months since launch
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