Every year in Germany more than 100,000 children are reported missing. So the Missing Children's Initiative has devised a way to send out alerts about missing kids quickly and efficiently, using social media and a browser add-on developed by Hamburg agency Kempertrautmann.
The Missing Add-On blanks out banner ads and replaces them with urgent picture notices of children currently reported missing. The add-on is the latest addition to the campaign's Facebook page, Deutschland Findet Euch (translated as 'Germany will find you'), launched last summer, which has so far garnered more than 133,000 'Likes'. Anyone can install for free simply by going to the website.