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2020 One Show - Creative Use of Data

Runaway Train 25

Agency MUH-TAY-ZIK / HOF-FER / San Francisco + RSA Films/Black Dog / Los Angeles

Client National Center For Missing & Exploited Children
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Annual ID

OS_CU20_029M

About the Work

Runaway Train 25 pulls data and photos from the FBI database of missing children in order to serve hyper-localized versions of a music video created to help find them. 25 years ago the band Soul Asylum created the hit single, “Runaway Train.” They worked with the National Center for Missing and Exploited Children (NCMEC) to create a video that showed real missing children. It aired nationally, recovering some of the kids. But missing kids is a local issue. 61% of those recovered are found in the state they went missing. So we created a modern version of the video, using geo-tech to show children missing from the area where the video is viewed. Each hyper-local version pulls kids from the FBI/NCMEC database and inserts them into the video when viewed at RunawayTrain25.com. With 1 out of 7 runaways approached by sex traffickers within the first 72 hours, getting their faces in the public quickly helps disrupt that cycle. It’s always current, always local, and enables viewers to provide tips right in the viewing experience. The campaign has resulted in a 60% increase in tips to NCMEC, so far reuniting 14 children with their families.