Italian side AS Roma have launched an incredible Twitter campaign to help search for missing children around the world.
The club have partnered with missing child charities the National Center for Missing and Exploited Children (NCMEC) and Telefono Azzurro to raise awareness while announcing new signings in the transfer window.
They announced the transfer of Leonardo Spinazzola from Juventus with the following clip:
"This summer #ASRoma will use each transfer announcement video on social media to help raise awareness about the search for missing children globally."
In an effort to use the club's extensive digital media following and presence for social good, AS Roma are doing all they can to help find these missing children.
They will continue this trend, according to their official website:
"With each player signing announcement the club makes this summer, a video will be released that will feature the faces and details of a number of children who are currently missing - with the goal of generating publicity that could result in someone, somewhere, offering valuable information about the whereabouts of the missing child." they said.
Paul Rogers, head of strategy at AS Roma. revealed where the initial idea came from:
"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," he said.
"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. There were four versions of the video made, two for the United States and one each for the UK and Australia."