Soccer to the Rescue
Soccer teams are all about goals, but Italy’s A.S. Roma club went after a big one: helping find lost children. Professional soccer teams in Italy will often introduce new players via Twitter, usually with a funny one-liner that soccer-crazed fans have come to love. Roma decided to leverage its sizable Twitter following by pairing the announcement of each new player with the photo of a missing child, much like the bygone U.S. milk carton program. In the past year, Roma’s lost-child posts have helped return seven children to their families. Other teams, including A.C. Milan, have followed Roma’s lead.