Primedia and LeadSA launch missing children campaign

78926_tIn line with National Child Protection Week, Lead SA has launched an awareness campaign. An initiative of Primedia Broadcasting supported by Independent Newspapers, Lead SA aims to encourage South Africans to stand up and lead South Africa.

Primedia Broadcasting Cape Town station manager, Colleen Louw explains; “This campaign was inspired by the many missing children stories that have been reported in the media. As a mother, I can’t imagine the pain that parents experience when their child goes missing. The campaign will share stories from parents who have been reunited with their children, keep the stories alive of the missing children who have not been found and provide tips for parents and communities to help protect children. It consists of a number of elements including an online feature, on-air discussions and activations which promote a culture of collective responsibility.”

Speaking about the campaign, Cape Argus editor, Gasant Abarder says: “It’s Child Protection Week – the ideal time to highlight vigilance for the safety of children and to foster the understanding that children are all of our responsibility. This vigilance needs to become an all-year round focus. Respect the rights of children and let’s nurture the idea that with rights come responsibilities.”

As part of the campaign, a special multi-media feature entitled Without a Trace features on the EWNwebsite examining topics such as living with loss and the protection of children. The feature includes audio and visual interviews and highlights the good work of NGOs, police officers and other role players.

Lead SA has also initiated a powerful visual activation which will take place at the Golden Acre Shopping Centre in the Cape Town CBD on Tuesday, 2 June. Hundreds of empty photo frames will be displayed in the Piazza, symbolising the missing children who have not been found. Staff members and radio personalities will share information about missing children and provide tips to passersby on ways of keeping children safe. The activation will take place from 7:00 to 17:00.

If you have information about a missing child case or want to report any criminal activity, SMS your anonymous tipoff to Primedia’s CrimeLine on 32211. SMSs are charged at R1 each.

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Source: Media Update