Valassis, Zeta Interactive to launch digital missing child awareness program

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Valassis is partnering with digital marketing agency Zeta Interactive this week to launch a charitable digital insert program to help find missing children.

Valassis, a media and marketing services company, created the effort for the National Center for Missing and Exploited Children (NCMEC). The company converted print versions of the “Have you seen me?” missing child awareness materials into targeted e-mails.

“We are striving for greater depth” through digital, said Vince Giuliano, SVP of government relations at Valassis.  

The e-mails include audio and video links, as well as social media functionality. Consumers can also enlarge, download and print photos of missing children.

One of the company's primary goals is to help authorities follow older cases as much as recent missing child reports, said Giuliano.

“A picture enables law enforcement to get re-engaged in a child's case,” he said.

NCMEC and the service providers will roll out the digital inserts, which they say reach 4 to 5 million consumers at launch, on a monthly basis.

“This is something we think takes awareness to a whole other level,” said Al DiGuido, CEO of Zeta Interactive.

E-mails will reach consumers in the NCMEC database, as well as those on other third-party, permission-based lists, the companies said.

DiGuido said Zeta Interactive will monitor open rates.

Valassis distributed a four-page insert in May to 44 million households to celebrate the 25th anniversary of the “Have you seen me?” program. The marketing services provider also placed missing child awareness posters in 33 million post offices across the US in February.

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