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Help Find
Missing People
Engine Creative reinvented the missing person poster for the UK charity Missing People to coincide with International Missing Children’s Day. The campaign leveraged innovative digital technology to increase engagement and awareness by creating striking posters featuring live images of missing persons. This initiative won second place in the charity sector in our Digital Creative Competition.
The challenge was to enhance the effectiveness of missing person posters by incorporating behavioral science insights, such as larger and better-resolution photos, live images, and smiling faces, to increase viewer engagement and memory retention. Engine Creative aimed to overcome the traditional static design of missing person posters and collaborate with behavioral science experts to optimise the messaging and design elements for maximum impact.
Engine Creative used AI and machine learning to enhance and animate photographs of missing persons, creating high tech digital posters with live images that appeared to move and make facial expressions. The campaign incorporated QR codes on the posters for easy social sharing, amplifying the impact and reach of the message. To further enhance engagement, the headline “Missing Person” was replaced with the action-oriented “Help Find,” aligning with behavioural science principles.
- Territory United Kingdom
- Date May 2022
- Category Charity
- Format Large Format DOOH
- Objective Broadcast Awareness
- Agency Engine Creative
- Visits to the relevant appeal pages on the Missing People website went up by 117% on the day when the campaign launched
- 333K total digital impressions, including press and social media
- The number of broadcast and press reports = 244
- 193 newspaper reports and 51 ITV, BBC TV, BBC radio, and Heart radio broadcast bulletins
- Editorial reach = 270.65 million
- Media value = £2.502 million
“70,000 children and young people are reported missing every year in the UK, and many more go unreported. Missing People is there for anyone affected, every day of the year. When it is appropriate to publicise someone’s disappearance, our appeals are a hugely important way to reach the public, to help find children. By embracing innovation, we hope the new appeals will have an even greater impact and lead to those featured being found safely. We are proud to bring the public, the media and business together to make a unique difference to people affected in communities across the UK.”
Jo Youle
Chief Executive, Missing People
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