Not every campaign is about visibility for a brand. Some are about visibility for the truth.
In 2024, Ellis Cox was tragically shot and killed in Liverpool. Over 18 months on, his killer remains at large. For Ellis’s family, time has not brought closure — only unanswered questions and the continued hope that someone, somewhere, may come forward with the information needed to bring justice.
As Ellis’s 21st birthday approached, his family made the incredibly difficult decision to renew their appeal. Rather than allowing the case to fade from public memory, they wanted to remind the city that this was not a story from the past, but an active investigation still waiting for answers. They reached out to Transit Media to ask whether one of our digital ad-vans could be made available to help support this renewed call for information.
From the outset, it was clear this was not a typical campaign. There was no commercial objective, no product to promote, and no performance metrics to optimise. The responsibility was instead about handling the message with care, respect, and dignity, while ensuring it reached as many people as possible across Liverpool.
Out-of-home media has a unique strength in moments like this. It exists in shared public space. It does not rely on algorithms, targeting, or online behaviour. It reaches people where they already are — on the streets, in their neighbourhoods, and at the moments when a city comes together. With that in mind, a large-format digital ad-van was selected to carry the appeal, allowing the message to be clearly visible, mobile, and present within the community itself.
To maximise awareness, the ad-van was deployed around a Liverpool FC home match. Matchdays bring tens of thousands of people into the city from across Liverpool and the surrounding areas, creating one of the highest footfall moments possible. Positioning the appeal in this environment ensured it would be seen by a broad cross-section of the public — fans, families, commuters, residents, and visitors alike.
The content displayed was intentionally straightforward and respectful. It reminded people that Ellis’s killer has not been caught, that the investigation remains open, and that information — no matter how small it may seem — could be vital. A reward for information was highlighted, not as an incentive, but as part of the ongoing appeal to encourage those with knowledge to come forward.
Campaigns like this cannot be measured in the usual way. There are no click-through rates or sales figures that truly reflect their value. Instead, their impact lies in awareness, remembrance, and renewed conversation. Thousands of people saw the appeal over the course of the deployment, many encountering Ellis’s name and story again, some perhaps for the first time.
Most importantly, the campaign helped ensure that Ellis was not forgotten, and that the search for justice did not quietly fade into the background. For his family, that visibility matters. It is a reminder that their fight continues, and that the city still has a role to play in helping bring answers.
At Transit Media, we believe out-of-home advertising carries a responsibility beyond commercial messaging. When used thoughtfully, it can support communities, amplify voices that need to be heard, and help keep important conversations alive. We were honoured to support Ellis’s family in a small way, and we hope that continued awareness will one day lead to the justice they deserve.
Anyone with information is urged to contact Crimestoppers on 0800 555 111 or via their website www.crimestoppers-uk.org
