By Joe Mellor, Deputy Editor
Famous Comedian and intellectual Stephen Fry is urging the public to help save the lives of high risk missing children. The two-week long national campaign is asking people to register for free Child Rescue Alerts, activated when a child has gone missing and police believe their life is in imminent danger.
Fry appears in a short animation (watch at bottom of article) and there is a major outdoor advertising campaign launched, developed with pro bono support from true crime network Crime + Investigation® (CI) and outdoor ad serving platform OpenLoop.
A comic-book version of Fry reminds members of the public that you don’t need to be a superhero to save the day; simply having eyes and ears on the ground after a child goes missing may help save their life.
Over 315,000 people are currently registered to receive targeted Child Rescue Alerts, which are issued by the charity Missing People on request of the police. The campaign aims to drive even more people and businesses to help; the digital out of home campaign alone will achieve an estimated 60 million impressions over the fortnight.
Stephen Fry said: “I am delighted to be the animated face of this campaign. I believe that Child Rescue Alert should be a national institution – something for everyone to find out about and sign up to. It reminds me of a fire extinguisher – everyone should have one ready to use at a moment’s notice but we all hope that we will never need it.”
Jo Youle, Chief Executive of the charity Missing People said: “Time and again at the charity we see communities rally together when a local child goes missing. Child Rescue Alert is thankfully not issued often – it’s for the most vulnerable of children going missing. We are asking everyone to join us and register to be alerted as soon as possible if a child goes missing in their communities.”
Bob Geldof, co-founder of technology company Groupcall said: “It’s a no-brainer. If your child went missing and their life was in immediate danger you would want to get the message out in minutes. If you care about children’s safety please sign up today for free at childrescuealert.org.uk”.
To register text HERO and your postcode to 85080. Registration costs a standard network text message rate. Obtain bill payer’s permission. Customer care 0208 392 4571. Once registered, it is then free to receive Child Rescue Alerts. Child Rescue Alert is a partnership by the National Crime Agency, Missing People and education technology company Groupcall.