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So a few weeks ago I came across an article about an ad agency in Belgium – Famous – an IT expert and a charity/government body who had come up with the idea of putting the faces of missing children on deleted web pages.
Now while I know there are a whole heap of negative comments you could throw at the concept – from the fact you rarely come across deleted web pages anymore through to it being like a poor mans version of the US ‘milk carton’ campaign – I think it’s great.
You see at the end of the day, someone has done something that might … just might … make a difference.
Sure, the chances of someone being found are low … but they’re not as low as doing nothing at all and I’m sure that for the families of lost children, any possibility of being reunited with their loved ones is worth giving a go.
Years ago I wrote a post saying how I was pissed off that Madonna had been able to adopt a child while my friends – who arguably, would be better parents – were denied.
At the end of the post I had to admit that while I didn’t like how the system worked, the reality was a child was going to have a better life than they would otherwise of had and only the most heartless of bastards could criticize that.
And that’s the thing with this idea.
It didn’t cost any money … it made use of something that no one was using – or was thinking of using – and it might help bring a family back together … which is why it’s worthy of praise not nitpicking.
So well done to Famous/Missing Children and all the hosting firms, ISPs and media companies that have signed for this campaign … you might not win any effectiveness awards, but you are certainly deserving of a humanitarian one.
[I could now write a massive diatribe about how much I loathe it when ad agencies enter pro-bono charity work into creative awards … but apart from that making me look a total hypocrite, that’s something for another day. And it’ll come. Oh yes, it will come]
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