An interactive cinema and TV advert that asks viewers to phone a number part way through has been launched to promote a new hotline to help find missing children.
The film is designed to raise awareness of the 116000 service operated by specialist support groups in the UK and 15 other EU countries.
It shows a young boy making a telephone call, apparently to his mother, who is waiting desperately for his return.
After a woman answers his call, the film freezes and the audience is invited to phone a number to hear the conversation.
Those who ring the number will hear an exchange between the boy and the charity Missing People, which operates the 116000 hotline in the UK. For other viewers the advert will continue in silence.
The film, produced by leading British advertising agency Bartle Bogle Hegarty (BBH), was launched at a Downing Street reception last night and will run in cinemas and on MTV from tomorrow.
Martin Houghton-Brown, chief executive of the charity Missing People said, "Our brief to BBH was challenging: can you raise awareness of a vital new number for a charity whose work is not well known or understood?
"They have managed to create a campaign which communicates in space of 30 seconds, why the charity exists, and who we are here to help.
"What's more it communicates the number in the most effective way possible."
An official website to help find the UK's missing and abducted youngsters - www.missingkids.co.uk - has also been relaunched ahead of International Missing Children's Day tomorrow.
