OUTPUT

Kate McCann launched what is thought to be the UK's biggest ever digital billboard campaign earlier this month as her first official act as an ambassador of the charity Missing People – with a teenage girl pictured on one of the billboards found safe on the day it was revealed in Birmingham.

The campaign was organised by the Outdoor Media Centre and produced by Grand Visual, with advertising space worth over £1m donated by media owners. Staff and volunteers at Missing People can update the digital billboards in cities including Birmingham, London, Manchester and Glasgow instantly using Grand Visual's OpenLoop technology.

According to the Birmingham Mail, a 14-year-old girl was found on the same day as her image was screened at Birmingham's Bullring, after Madeleine McCann's mother Kate McCann launched the project.

"When your child goes missing you want the whole world to stop and join the search. Missing People, the Outdoor Media Centre and its members are providing an unprecedented opportunity to help safely reconnect missing children," says Kate McCann.

The campaign is expected to target over 10m adults this summer with its message promoting the new phone number to call for sightings of missing people, 116 000.