A child is missing. A call is happening now.
On average, a child goes missing in Poland every four hours. Behind each case is a family facing the worst moment of their lives. Right now, someone is calling the hotline, desperately seeking help. At this very moment, Digital Out-Of-Home screens across Poland display the message: “A child is missing. A call is happening now.”
Over 2,000 children and teenagers go missing every year in Poland. 95% return home within a week, but every hour means unimaginable stress for families. These moments inspired a new awareness campaign now live on DOOH screens across Poland.
“Families often don’t know where to begin. That’s why they call. The number 116 000 – the Hotline for Missing Children and Teenagers – is a 24/7, free-of-charge intervention line,” says Izabela Jezierska-Swiergiel, Vice-President of Fundacja ITAKA, which operates the hotline. “Callers are lost and terrified, often unsure of what to do, how to cope, or where to find help. We wanted these emotions to resonate, even for a moment, in public spaces – so that anyone who sees the DOOH screen understands this is happening. Right here. Right now.”
The campaign turns thousands of DOOH screens into giant, ringing phones. Instead of numbers, they show emotions: “Panicked mother,” “Desperate father,” before revealing the message: “A child is missing. A call is happening now.”
In a joint initiative by Fundacja ITAKA and Screen Network, over 20,000 DOOH screens across Poland “ring” whenever someone calls the 116 000 hotline. Displayed in high-traffic urban spaces, the campaign’s striking design – a giant flashing phone – captures attention and evokes strong emotions.
“The broadcast system is fully synchronized with hotline data – every call instantly triggers a real-time message. Whenever an operator answers the hotline, a dedicated system detects the line’s activity and activates the campaign across 20,000 Digital Out-of-Home screens throughout Poland. No delays. No manual input,” explains Damian Rezner, COO and Board Member of Screen Network. “The goal is simple: to raise awareness of the scale of the problem and remind people of the number that can save lives. It’s a number everyone should know – even if they hope they’ll never need it.”
The 116 000 hotline operates 24/7, offering legal advice, psychological support, and urgent assistance in cases of missing children.
“We have combined technology with a powerful social message. Each broadcast reflects a real, live call. This is our way of showing how often children and teenagers go missing. It’s not just one high-profile case a year, widely reported in the media – it’s an ongoing crisis that someone is facing right now,” adds Aleksandra Strzelecka, Communications Manager at Screen Network. “This campaign doesn’t just tell a story – it makes you feel it.”
The campaign is held under the honorary patronage of the Polish Ombudsman for Children and the Minister of Interior and Administration. The campaign partners include the Polish National Police Headquarters and the Missing Persons Search Center of Polish National Police Headquarters.
ABOUT 116 000 – HOTLINE FOR MISSING CHILDREN AND TEENAGERS
The 116 000 hotline, operated in Poland by ITAKA since 2009, offers free 24/7 legal and psychological support. It is available in 32 European countries – one number for immediate cross-border help.
Screen Network operates Poland’s largest DOOH network, with over 20,000 advertising screens nationwide – with a strong track record in social and educational campaigns.
