Truck Art Childfinder

More than 3000 children go missing in Pakistan and are often displaced to those remote areas of the country where there is close to no media coverage. The Truck Art Childfinder campaign launched by Berger paints in partnership with BBDO Pakistan, Pakistani artist/activist Samar Minallah Khan and the NGO Roshni Helpline uses the famous local artform caller ‘Truck Art,’ which consists of floral patterns and different quotes beautifully drawn on the trucks. The only difference is that these patterns here are replaced with portraits of these lost children. The campaign’s effect has been so significant the seven lost children have been found in only four weeks of the launch, making this a very successful campaign. These trucks now travel across all of Pakistan, covering almost 50000 KMs.