Glossy partnered with KBS Montreal and New York on their new campaign for Missing Children Society of Canada.
In 2016, 45,609 Canadian children were reported missing. The popular assumption is that these children have been victims of random evil — a stranger on the street appearing out of nowhere in an unmarked white van to perpetrate his/her malignity — but the reality is quite different. In most cases, child abductors are someone the child has a pre-existing relationship with.
To debunk this myth, and to raise awareness of this frightening reality, for Halloween they created the “Everyday Monster,” a true-to-life composite face created using a database of convicted child abductors. Read the press release.
Check out some of the coverage on this campaign: Adweek, AgencySpy, Strategy, The Drum, The Stable, AdStasher, Little Black Book, AdNews, La Réclame.