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This is the case study for the Uber - Search project, an initiative of Proximity BBDO Russia to use Uber’s ubiquity in Moscow, and a peculiar local habit, to help draw the attention of people and media to three kids who were missing, nearly hopelessly, for a long time. As a result of all the efforts of Uber, Poisk Detey (the charity specialised in looking for lost kids involved), the various news channels picking up the story, and Proximity BBDO Russia, one of the kids was found. The project was live in May 2016.
