Socially aware case study

Here�s a great example of content marketing with a conscience

Some sites have turned the �404 � Page Not Found� message into something of an art form (or at least a chuckle-worthy� meme), but as the LA Times reports, it is now being put to a far more helpful and important �use.

In a very 21st century online content update of the famous US milk carton campaign, Belgian advertising agency Famous has joined forces with Missing Children Europe to create

�With the NotFound project we are however taking this one step further by giving these pages a reason to exist,� Laurent Dochy, the adman who came up with the idea said. �The next step came easily: Page not found, neither is this person.�

NotFound encourages people and businesses to download a file through the group�s website that will place a box with a missing person�s picture and some biographical information on a website�s error pages.

To date, 480 websites have signed up to the initiative. Hopefully many more will follow suit as content marketing shows that, despite popular perception, it actually has a conscience.


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