VCCP

London, United Kingdom
TitleRunaway Train 25
Agency
Campaign Runaway Train 25
Advertiser National Center for Missing & Exploited Children
Brand the National Center for Missing & Exploited Children
Date of First Broadcast/Publication
Business Sector Public Safety, Health & Hygiene
Story the National Center for Missing & Exploited Children (NCMEC) and ad agency MUH-TAY-ZIK / HOF-FER announced a second phase of the successful, ongoing Runaway Train 25 initiative that will empower local communities to find missing children in their neighborhoods. The added personalization tool will now enable the user to select the exact child they would like to see in their music video. By creating a dynamic, customized video, the search efforts for a missing child will be more hyper-local than ever before.
 
Since its launch on National Missing Children’s Day 2019, Runaway Train 25 has assisted in the recovery of more than 20 missing children. NCMEC has also reported an increase of 60% in leads in the fight to bring missing children home since the video was released. Runaway Train 25, which reinterprets the award-winning Soul Asylum song "Runaway Train" with musical artists Jamie N Commons and Skylar Grey featuring Gallant, showcased the profiles of missing children from the NCMEC database based on a viewer's location. 
 
“When we launched last year, it was about getting local. This year we’re getting to a more personal level, where people can search for loved ones or someone they know.”
Adam Ledbury, Creative Director at MUH-TAY-ZIK / HOF-FER.
 
The new technology allows people to easily search the NCMEC database and create a customized video featuring a specific child or children. Users can add up to six missing children from the database into their own version of the Runaway Train 25 music video. The system generates links for Facebook and Twitter so the video can be shared on social media with one click.
 
 “61% of kids recovered are found in the state in which they went missing,” said
John Matejczyk, Chief Creative Officer/Co-Founder, at MUH-TAY-ZIK / HOF-FER. “The ability to customize a music video about a kid in your neighborhood means that an entire community can rally their support behind the family and help increase the chances that more people will see that child’s face. We are giving them the tools they need and the power they feel they so often lack in these difficult situations. Using technology and music, we are able to go far beyond the poster and the milk carton to improve our recovery rates, to empower communities to advocate for their kids.”To increase awareness of the new Runaway Train 25 video, and to recognize National Missing Children’s Day, Verizon has donated the advertising space on its Yahoo and AOL mail sign in pages to NCMEC. These pages will display the Runaway Train video to millions of Yahoo and AOL users on National Missing Children’s Day.  “In our efforts, we’ve seen that a small tip can have a big impact on a missing child’s life,” said John Clark, NCMEC President and CEO. “Every day people can become heroes by providing a tip that leads to the recovery of a missing child. We are grateful to all of our partners who have used their voice to help bring home missing children.”In addition to the Verizon tie-in, NCMEC has again partnered with Gas Station TV (GSTV), which includes a two-phase donation. Phase 1 will enable NCMEC to launch Runaway Train 25 across 48 states on the GSTV network and Phase 2 will incorporate targeted campaigns, featuring missing children by state and specifically tailored campaigns for Hispanic and African American communities. In the initial launch of Runaway Train 25, GSTV assisted in the recovery of 8 of the 16 total missing children featured on GSTV.
Media Type Web Film
Length

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