Cannes Lions

Protectors United

BBH CHINA, Shanghai / CHILDRENS SAFETY SCIENCE & TECHNOLOGY FUND / 2017

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

Activate the masses to take immediate action in finding a missing children.

An alarm-based system on China’s biggest social platform, WeChat, this system blast to millions of WeChat users in every city and activates them to be on the lookout for the missing child.

Execution

CCSER attracts followers to its WeChat account via sharing of posts and promotions through audio/video methods. It opens up its location-based platform for people to join as ‘protectors’ for missing children. In addition, the platform allows the families of missing children to post SOS notices and other relevant information. ‘Protectors’ around the area will then be notified to be on the lookout for the missing children.

In a short span of time, the information spreads widely, increasing the chances of the missing being found by more ‘protectors’.

Outcome

As of 31 March 2017, CCSER attracted over 5 million ‘protectors’ and helped set up 10,000 help stations. Over 100,000 ‘protectors’ completed real-name authentication. Most importantly, 201 missing children have been rescued via this app. The app expanded its influence, attracting many collaboration opportunities.

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