This idea proves what social actions can do for a business. Which in the case of the Missing Children's Society of Canada (MCSC) was all about empowering a nation to help find missing kids. Each year, nearly 50,000 children are reported missing in Canada. A small organization with less than 10 full time staff, MCSC is the only organization committed to investigation, search and rescue of missing children on behalf of families.

Instead of an ad campaign we created the first, real-time response search party platform, The World's Most Valuable Project. Leveraging the power of communities like Facebook, Twitter, Pinterest, Google and Foursquare, 'Valuable Project' raised awareness for MCSC, all the while actively engaging the public in the search for missing kids. Rather than asking the public to donate their monetary currency, for the first time we asked them to donate their social currency.

The World’s Most Valuable Project is built using modular design concepts. When police create a missing child alert, MCSC selects which digital channels to push the alert out through (Facebook, Twitter, Foursquare, etc.) It originally rolled out with Facebook and Twitter integration (Valuable Network) and soon added Foursquare integration (Check-In). Given there are always new social platforms emerging, the technology is architected in such a way as to ease in future platform integrations, which are ongoing.

In less than 6 months, it created a virtual search party of almost 7 million people. Corporate fundraising increased 27% and attracted key players like Google. In March 2014, ‘Valuable Project’ was officially endorsed by the Canadian Association of Police Chiefs (CACP) as a first response system for police departments across Canada. Most importantly, the program played a direct role in assisting in the safe recovery of 6 missing children in the first 5 months alone.