Blue Oval Certified Commitment to Kids, from Ford Motor Co. and the National Center for Missing & Exploited Children
Ford made a commitment to upgrade its dealer network in 2001 and needed a way to attract customers to experience the positive changes. The Commitment to Kids program invited parents to visit dealerships to receive free, personalized child identification kits, complete with a photograph and set of fingerprints – key information in cases of child abduction.
Overall, the program resulted in the photographing and fingerprinting of more than 850,000 children and garnered 700 million PSA impressions and 153 million editorial impressions.
