Milk Carton 2.0: The Most Valuable Project

Tue, Jul 2, 2013
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In 1979, missing persons were put on the backs of milk cartons… A lot of things have changed since then, but the tools we use to find them, from an awareness perspective, probably haven’t advanced as much as they should. Until now, with the ‘Milk Carton 2.0′ project, that sets out to define new ways to utilise social networks to help find missing people, in particular, the 50,000 missing child reports across Canada each year.

The Milk Carton 2.0 project utilised a new Google Search, showcasing missing child cases instead of ads, a pinterest board per case to help people pin and identify things they saw the child wearing or being moved in, Facebook profiles were turned into broadcast stations for people who opted into the idea, and finally, a mobile tool that sends alerts/info to Foursquare checkpoints closest to where the child was reported missing… It won Silver in mobile in Cannes. Very cool. By Grey Canada.

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