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.
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.