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Published 18:47 1 Jul 2019 BST
Updated 20:43 1 Jul 2019 BST
"We could tweet out a picture of a missing child at any time of year, but more people are going to see it when it’s linked to a signing."
The idea, Rogers explains, stems from the music video for Soul Asylum's Runaway Train, which was released in 1992. The video featured images and details of several missing children, differing depending on where in the world it was shown. As the song's popularity increased, it was featured regularly on MTV. Miraculously, this led to 21 of the 36 missing children featured in the video being found. https://youtu.be/NRtvqT_wMeY "I’ve thought for a while that social media is the MTV of today, really," Rogers adds. "It’s got a huge global presence. Once I'd read about that particular story, I couldn't stop thinking about it and if we could do something similar." From there, Rogers pitched the idea of a partnership to the National Center for Missing and Exploited Children, who were instantly onboard. A similar agreement was reached with Telefono Azzurro soon after. Clearly a drastic change in social media strategy, Rogers stresses the importance of using Roma's platform for social good. "We did a lot of funny - sometimes weird - stuff around transfers back in 2017," he recalls. "We did a few photoshops the year after that but reached a point where we thought: where do we go from here?"By that stage we’d built up a pretty big following - particularly on our English account - so we decided we should use that platform for someone other than ourselves.
"We're not trying to be innovative or original here," he adds. "We'd love it if other sports teams started doing something similar."This is using social media for social good. We’ve got an audience, why not do something that means something, that shows we care?"
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