Thousands of children go missing in Pakistan every year, efforts to recover them are limited as they are displaced quickly to areas where traditional media does not penetrate. To raise awareness of missing children in Pakistan, we utilized a very local media device that had never been used before: "Truck Art," a unique form of art found in Pakistan in which transport and goods trucks traveling across the country are customarily painted and decorated with elaborate floral patterns, animals, icons, portraits and calligraphy. These brilliantly painted works of art often include portraits of famous personalities - actors, sportspersons, military chiefs, politicians.
In place of personalities, local truck artists replicated the last photograph of the missing child and painted these trucks with not only the portrait, but a helpline number and information about the child. The trucks so far have recovered 3 children in 4 weeks, through 1,015 calls received.
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We collaborated with a renowned artist who in turn worked with local "truck artists" - painters who specialize in the unique skill of drawing on trucks. Using paints supplied by Berger Paints, the artists replicated the last photograph of the missing child and painted the backs of these trucks with not only the portrait, but a helpline number and information about the child.
Trucks were selected to ensure the routes would be covered in every direction possible, starting from the original location where the child went missing and radiating outwards. The vehicles drove through both urban and rural areas.