Flutter Entertainment has teamed up with Missing People in a collaboration that will “help support their important work with missing adults and their families,” according to the company.
This will entail leveraging the group’s UK brands’ combined reach, which includes Paddy Power, Betfair, Sky Bet, and PokerStars UK, to increase awareness and support the charity’s activities.
It begins today with a message from Paddy Power ambassador Peter Crouch, and will be followed by a PokerStars Father’s Day activation later this month.
Flutter will seed the #TogetherforMissing collaboration with a £150,000 gift over the next 12 months to help Missing People, as well as opportunities for staff to get engaged and support the charity’s work.
Flutter Entertainment’s CEO, Peter Jackson, said: “We are delighted to build on our partnership with Missing People and come #TogetherforMissing following a year that has seen such extraordinary challenges.
“The statistics around missing people in the UK are stark with 1 in 500 adults going missing every year and over one million people affected by a disappearance.
“The issue of people going missing is one which will sadly affect some of Flutter’s customers and colleagues at some point, so we hope our partnership can help continue the brilliant efforts of Missing People.”
Reach and assist more people
In the United Kingdom, someone goes missing every ninety seconds, with men accounting for more than 63 percent of missing adults. Missing People will be able to reach and assist more people than than before thanks to the size and demographic of Flutter’s brands and audiences.
This comes at a critical time, as the charity reported a nearly 20 percent increase in the number of vulnerable individuals calling their Helpline in the previous year.
Building awareness of service
Missing People’s CEO, Jo Youle, explained: “After our successful campaign with Paddy Power last year we are really looking forward to working with Flutter over the next year to build awareness of our services for people in crisis.
“Flutter’s target audience means they are in a unique position to ensure that together we can engage with a large group of men aged 18-39 who are at the highest risk of going missing.
“Through our partnership we want to raise awareness of the issue, let more people know where to turn, and ask for the public’s help in the search for missing adults – something families we support have told us is especially important right now.”