Every year in Germany more than 100,000 children and young people are reported missing. So, on behalf of "Initiative Vermisste Kinder" (Missing Children’s Initiative), we launched a unique campaign where everybody can play an active role in the search. In doing this, we reinvented the way of searching for missing children. Under the title "Deutschland findet euch" (Germany will find you), we used facebook to launch Germany's first and largest-ever cross-media campaign to find missing children.

At the match FC Bayern Munich versus Real Madrid, Bayern captain Mark van Bommel entered the playing field without a player escort kid holding his hand to accompany him. Instead, the Munich player was carrying a poster with a photo of the missing girl Debbie and a reference to the website. Media had already been informed in advance and sports reporter Béla Réthy informed viewers live in 40 countries about the DEUTSCHLAND FINDET EUCH campaign.

An overwhelming level of public attention for the issue and campaign is also evidenced by a survey recently conducted by the Initiative. Previously completely unknown "Initiative Vermisste Kinder" has already achieved a 30% recognition level amongst the German public. 16% of the public are also familiar with the campaign. 45% of Germans believe that the subject of "missing children" has become more high profile in the past and 13% of all Germans know about the Facebook action.

But the best statistic of all is that, to date, one missing child has already been traced via the Facebook platform. • 100,000 Facebook fans • 30% of Germans are familiar with "Germany will find you" • Increase of 45% in public awareness on the subject of missing children • Total exposure of over 45,000,000 • 15,000,000 € worth of media coverage (with a budget less than 5,000 €)