Sponsor 
PAKISTAN, 18 February 2019 – BBDO Pakistan and Impact BBDO collaborated with artist Samar Minallah Khan and non-government organization Roshni Helpline to find indigenous use for a local form of art called “Truck Art”. As part of a campaign for Berger Paints, this art features customarily painted transport and goods trucks travelling across the country.
These painted works of art include elaborate floral patterns, animals, icons, calligraphy, and portraits of famous personalities. Meanwhile, BBDO worked with local truck artists to paint portraits of missing children with a helpline number to create the artwork, “Truck Art Childfinder”.
Missing children in Pakistan are displaced to remote areas of the country which is hard for traditional media to reach—one of the major key issues in locating them. What makes the campaign effective in media innovation is the travelling of goods trucks in those areas.
Within the first week of the trucks being released, 313 calls are received from all parts of Pakistan.
