Child Watch
 



 


Category
National Campaign

Challenge
Childwatch, a non-profit organization committed to protecting and recovering missing children, desired an image campaign to accomplish several goals; create awareness and action on the part of parents, contain simple implementation procedures for the retail partners and raise a significant amount of money for Childwatch.  Childwatch's free services range from the Kidguard Safety Program, Investigations, Abductions Response Team and a Toll Free Hotline.



Solution
CSMG stepped in and created an updated Kidguard Safety Identification Kit which was both appealing and cost effective for the non-profit organization.  The Kidguard Safety Kit not only coordinated with Shell and Texaco POP but was designed to be used a stand alone piece.  The take home kit provides parents with an identification card and fingerprint ID ink strip plus safety information geared toward parents and children.  The Kidguard Safety Kits were distributed at over 7,000 participating Shell and Texaco stations nationwide for the month.    A $2.00 donation to Childwatch was suggested but not required. At the end of the campaign over a million dollars was raised for Childwatch.  In addition to the donations collected one child was located as a direct result of her photo on the POP featured at Shell and Texaco. 

 

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