The Missing Children Society of Canada (MCSC) is holding a pop-up event on March 22 to get as many people as possible to register for its social media-driven Milk Carton 2.0 program.
The free sign-up event will take place in downtown Toronto and feature contests, live entertainment, snacks and family-friendly activities.
The award-winning Milk Carton 2.0 technology, developed by Grey Canada for MCSC, allows individuals to donate their social media feeds – including Twitter, Facebook and Foursquare – to help locate missing children in their area.
Once participants register for the program, Amber Alerts for children who go missing in their area will automatically be posted in their social media accounts.
In November, MCSC and Grey Canada won golds for Milk Carton 2.0 in the Social Media and Charities, Healthcare and Safety, Public Awareness Messages categories at Marketing’s 2012 Media Innovation Awards.
They also won the Grand Prix at the 2014 Cassies last month.