Iceland launches milk carton initiative for missing people

LONDON - Charitable organisation Missing People is partnering with supermarket chain Iceland to roll out a series of missing persons ads on milk carton packaging. The campaign will feature on four pint cartons of milk, of which Iceland claims it sells 800,000 each week.

Missing People marketing director Alison Cowan says she hopes the initiative will raise awareness for the charity, which re-branded a year ago. The group is also launching a new download guide (www.missingpeople.org.uk/iceland) outlining the ways in which businesses can support the charity. 

The first appeal is for missing teenager Andrew Gosden, who ran away from his Doncaster home in September 2007. Iceland has made over 130 missing person appeals between 1997 to 2006, of which over 40 were subsequently found.

Meanwhile, next month Missing People is rolling out a fundraising programme in conjunction with Capital 95.8 FM, entitled Help a London Child Christmas Appeal.

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