In July, AS Roma announced that the social media videos welcoming their summer signings would include appeals for missing persons in Italy, the US and the UK.
The club are known for their engaging approach to social media and their transfer announcement videos had gone viral in the two previous summers. This year, they attempted to use their considerable social media platform to do some good, partnering with missing persons charity Missing People in the UK, as well as two other charities in Italy and the US.
That approach appears to be paying off as one of the people featured in the videos - a 15-year-old girl from London - has been found safe and well on the back of the announcement.
The video in question was the announcement of Turkish centre-back Mert Cetin, whose video was posted alongside the appeal for the Londoner.
Fantastic news!— AS Roma English (@ASRomaEN) August 22, 2019
FOUND! A teenage girl from London, England, who featured in an #ASRoma Missing Children transfer announcement video six days ago has been found safe and well. pic.twitter.com/f7aJgd1PA3
The Serie A club also used their Twitter account to give a platform to Missing People spokesman Ian Roullier, who said: “When we publicise an appeal for a missing person, our hope is that it will reach people far and wide. AS Roma have provided a platform to make this happen.
“We’re so grateful to AS Roma, as well as their thousands of fans, the fans of other clubs & members of the public for engaging with these videos & helping our reach go even further. This support enables us to continue our work & bring more missing children back to safety.”
At the time, Head of Strategy at AS Roma, Paul Rogers said: “The idea for the new transfer announcement initiative actually came from reading an article about the 25th anniversary of Soul Asylum’s ‘Runaway Train’ video, which famously highlighted actual cases – with photos and names – of children missing at the time.
“Taking inspiration from the use of milk cartons to display a photo of a missing child in America, the band’s video director Tony Kaye decided to use the medium of a pop video played on MTV and music channels globally to try and help find 36 missing children. In the end, I think they helped locate 21 children.”