A convoy for missing kids

Pakistan’s multi-coloured trucks are turned into mobile missing persons posters.

Highly decorated “art trucks” – often bearing the portraits of famous personalities – are a familiar sight on the roads of Pakistan. Unfortunately, another common occurrence in the country is the disappearance of children. Thousands go missing every year, often the prey of human traffickers. So Berger Paints collaborated with the helpline Roshni to turn the trucks into mobile billboards. The portraits of missing children were shown alongside a number to call with any information. In the first week, the helpline received over 300 calls. As well as aiding the search for the missing kids, the operation raised awareness of this heart-breaking problem. It won multiple prizes at the recent Dubai Lynx awards.