Valassis, Zeta Interactive to launch digital missing child awareness program

Share this article:

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.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

Email's Mixed Messages

Email's Mixed Messages

Even as email volume and engaged users' activity increase, open, clicks and purchase are down, according to new research.

Delivered: Yankees Emails

Delivered: Yankees Emails

What's in our inbox this month: Yankees. Some of these need to be sent down to the minors.

Don't Stop Believin' (in Email)

Don't Stop Believin' (in Email)

Email may be a mature marketing channel, but it still rocks. Here, a roundup of ways to jazz up your email marketing.