As part of a campaign for Berger Paints, BBDO Pakistan/Impact BBDO have collaborated with artist/activist Samar Minallah Khan and Roshni Helpline to find an ingenious use for a local form of art called ‘Truck Art’, in which transport and goods trucks travelling 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, and politicians. However, in the case of 'Truck Art Childfinder', instead of the usual personality portraits, BBDO collaborated with local truck artists to paint portraits of missing children, along with a helpline number. 

One of the key issues around locating missing children in Pakistan is that these children are displaced very quickly to remote parts of the country, where traditional media does not reach. What does travel into these parts are goods trucks, which is what makes this campaign highly effective in media innovation that gets the message to distant areas.

Within the first week of the trucks being released, 313 calls have been received on the number from all parts of Pakistan.