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Amscreen has pledged its support for the Missing People charity by donating network space as part of 'the biggest digital billboard campaign in British history'. The campaign, backed by Missing People ambassador Kate McCann, will see details of missing persons broadcast within minutes of their being reported missing.

Around 3000 sites across Amscreen's healthcare and forecourt network will devote space to the campaign, which is expected to reach nearly 25m UK adults. As well as details of missing individuals, the campaign aims to raise awareness of the new number for reporting sightings, 116 000. The total value of space donated by Amscreen and other network owners is estimated at £1m.

"Flexibility and speed are both essential when it comes to advertising Missing People appeals, and our ability to get content on to screens across the UK within a matter of minutes is a great advantage and we hope it will be of great benefit to the campaign," comments Amscreen chief executive Simon Sugar.

Ross Miller, director of Fundraising and Communications, Missing People, adds: "The longstanding commitment to this issue by Amscreen, and their renewed support via the Outdoor Media Centre, will make a valuable contribution to the search."