The campaign will see a number of missing people appeals appear across a series of outdoor media networks over the busy Olympic period, with a call to action to phone Missing People’s number 116 000 if they have seen one of the individuals featured.
It marks the first public-facing role Kate McCann has taken since her daughter Madeleine went missing in Portugal in 2007.
Campaign organisers the Outdoor Media Centre and digital production company Grand Visual expect the activity to reach more than 10 million adults in major cities including London, Manchester, Glasgow and Birmingham.
It uses Grand Visual’s “OpenLoop” technology, which enables Missing People to instantly update billboards across different outdoor media networks from their own desktops, rather than having to contact each network individually.
Outdoor media owners involved include JCDecaux, Primesight, Clear Channel and CBS Outdoor.
Bill Wilson, operations director at the Outdoor Media Centre, says: “Outdoor advertising is able to reach a mass audience again and again, so it’s really the perfect medium to help the authorities find some of the missing people, whose stories are so important but too often slip under the radar.”
Missing People has turned to digital media on a number of occasions recently to boost awareness of the charity and its appeals.
In May, two young people featured in the charity’s ‘Big Tweet For Missing Children’ were found safely.
Last year the charity revamped its digital offer to make the search for lost loved ones more regional and personalised.