Challenge
Bring public visibility to missing children.
Back to the Future | The GO Archives — 06
The Masters.
A missing child was recovered after her photograph appeared during The Masters.
The assignment / At a glance
GO’s Role
Work with Pro-Gear, Tim Simpson, and NCMEC on photographs displayed during tournament play.
Idea
Put the message where television audiences would see it.
Execution
Missing-child photographs appeared on Simpson’s golf bag.
Results & Evidence
A March 5, 1997 NCMEC letter describes Shannon Minor’s recovery following CBS coverage.
Relevance Today
A focused creative idea can serve a public purpose.
An idea with
a public purpose.
Goswick & Associates worked with Pro-Gear, PGA golfer Tim Simpson, and the National Center for Missing & Exploited Children to place photographs of missing children on Simpson’s golf bag during tournament play.
At The Masters, CBS coverage showed the photograph of Shannon Minor, a nine-year-old girl from Atlanta who had been missing for eight years. Shannon was recovered.
View the image at full size
The impact / Documented by NCMEC
Visibility that
made a difference.
In a March 5, 1997 letter to David Goswick, NCMEC President Ernie Allen described Shannon’s recovery following the CBS coverage as one of the organization’s most remarkable.
The letter recalls the program with Tim Simpson and Pro-Gear and the recovery of Shannon after eight years missing. It also notes that her photograph had been age-progressed from age one to nine.
From the GO archives
The original letter.
Read the letter at full size
The lesson for the future
An idea.
A lasting impact.
Put a message where people will see it—and give them a way to help. An idea can make an impact far beyond the audience it reaches.
Let’s GO make an impact
What’s your
next move?
Bring us the opportunity, the challenge, or the big idea. Let’s define the outcome and put the right specialists around it.