Milk Carton 2.0 was a campaign that was created by the GREY (Canada) Ad Agency, for the Missing Children Society of Canada. Approximately 50,000 children go missing in Canada each year. Milk Carton 2.0 was designed in response to the power of the digital age.
In 1979, Etan Patz was the first “Missing Child” to be placed on a milk carton. The purpose of this original campaign was to raise awareness in the community and help aid the search in finding the child.
Today, milk cartons are no longer used to inform the community of missing children cases. The network of technology we have today provides more efficient means to urgently delivering notifications of missing children.
Milk Carton 2.0 is a live stream database of missing children. To join this campaign users “Donate” their social media newsfeed. When children go missing in the community local to user, the user’s timeline is instantly and automatically updated with pertinant information about the missing child.
The digital social platform allows for users to immediately be notified and informed about missing children, as well as spread and share the message. Milk Carton 2.0 is a campaign that maximizes the use of social media. This campaign shows how the power of social media can help save a life!