Berger Paints Childfinder Campaign – A New Meaning for Truck Art

Over 3000 children in Pakistan go missing and are displaced each year. Related to that, Roshni Helpline founder Muhammad Ali believes is the all-too-prevalent problem in the country – the exploitation, abuse, and rape of children.

Truck art is one of Pakistan’s defining cultural points and this time, it’s being used to bring about a tangible change.

Berger Paints, a couple of years ago, launched an ongoing campaign in collaboration with the missing-child finding NGO Roshni Helpline and artist/activist Samar Minallah Khan. Consequently, portraits of missing children are now painted on trucks, as truck art, among the iconic beautiful floral patterns and quotes.

Faces of important and famous personalities also often adorn these trucks, but as a result of this campaign, they have now been replaced with the faces of missing children.

These trucks ride around the whole country for various services and with this, they do a little something extra – act as walking missing-person posters. In the first week of this campaign, 313 calls were received, and as of the most recent information, there have been more than 3000 calls, 500 of which were actual, solid leads. So far, 7 missing children have been found and safely returned to their families.

It is to be noted that in a third-world country like Pakistan, the government does not have enough resources it can dedicate to child-finding since many of them go missing in remote areas where media coverage is little. Hence, Berger Paints took this initiative to help parents find their children and vice versa.

The campaign received a number of awards, including 2 silvers and 2 bronze at the prestigious Cannes Lions International Festival of Creativity.

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