Missing Persons Advocacy Network (MPAN): Missing Persons Advocacy Network (MPAN)

Credits & Description:

Brand MISSING PERSONS ADVOCACY NETWORK
Entrant WHITEGREY MELBOURNE
whiteGREY MELBOURNE Melbourne, Australia Entrant Company
whiteGREY MELBOURNE Melbourne, Australia Idea Creation
whiteGREY MELBOURNE Melbourne, Australia Production
whiteGREY MELBOURNE Melbourne, Australia PR
whiteGREY MELBOURNE Melbourne, Australia Media Placement
Chad Mackenzie whiteGREY Australia National Executive Creative Director
Anthony Moss whiteGREY Australia Executive Creative Director
Ronojoy Ghosh whiteGREY Australia Creative Directior
Nic Molyneux whiteGREY Australia Copywriter
Benjamin Mann whiteGREY Australia Art Director
Lauren Bowen whiteGREY Australia Digital Designer
Claudia McInerney whiteGREY Australia Managing Director
Amy Ross whiteGREY Australia Senior Account Director
Holly Ryan whiteGREY Australia Account Executive
Harriet Lade whiteGREY Australia Account Manager
Matt Simms whiteGREY Australia Senior Experience Strategist
Mathieu Mence whiteGREY Australia Full Stack Developer
Yohan Mocho whiteGREY Australia Full Stack Developer
Leigh Cooke whiteGREY Australia Editor
Matt Knight whiteGREY Australia Production Lead
Michelle McGrath whiteGREY Australia Digital Producer
Alex Botterill whiteGREY Australia Digital Project Manager

Synopsis
Over 38,000 Australians go missing every year. The impact of these events are profound with recent research from Missing Persons Australia showing that for every one person that goes missing, 12 others are directly affected - well over 500,000 people each year.
After the first 48hrs, the chances of finding these missing persons diminishes significantly. Evidence and the public consciousness dries up and police are left with cold leads and nothing new to investigate. So they move on to other cases.
Our brief from Missing Persons Advocacy Network, who support those left behind and work to generate awareness of the people who are missing long-term, was to find a way to generate new information, clues and awareness in these cold cases. To do so, would provide hope and support to the families of the missing and raise awareness of each missing person’s circumstances around their disappearance.
Strategy
We’re more connected than ever before, thanks to Facebook and social media; yet the way we search for missing persons hasn’t changed.
We rely on people to ‘look for’ or help ‘spot’ missing persons in public; which is why we've always defaulted to posters, milk-cartons and other low-cost, high-awareness media.
Our problem wasn’t with the media, but the requirement of people to ‘look’ for missing people - the reliance on others to find the proverbial needle in a haystack.
In an ‘always on’ world, we’re bombarded with 1000s of messages daily, and the chances of achieving cut-through is diminishing. So we found a way to utilise technology to let machines do the searching for us.
Using Facebook’s facial recognition - an AI engine that analyses every friend’s photo and video for your face - we made joining the search for ‘missing persons’ as simple as adding a friend on Facebook.
Outcome
The PR launch reached 2/3 of all Australians and was covered by more than 30 countries around the world.
At the time of this submission, (only two weeks after launch) each Invisible Friends Facebook profile had more than triple the average amount of Facebook Friends and climbing. With a joined total of over 10,000 friends, searching through tens of millions of photos and videos posted by friends and friends of friends, each day.
Invisible Friends is being rolled out by other missing persons organisations in the USA, Britain, Europe and Asia.
And on the first day of the PR launch, based on the overwhelmingly positive public and media response, Facebook's Communication department reached out to MPAN offering praise on the success of the idea and offer help for the next phase of the roll out. Negotiations are underway.
Execution
At a time when sentiment towards Facebook was at an all time low, and the world was disgusted at Facebook's use of our private data, we hijacked the conversation. And we hijacked some of Facebook's data too, in search for missing persons. Showing that the use of data on Facebook can be used for good.
To harness Facebook’s facial recognition technology, we created profiles for missing people and populated them with personal information and photos of each individual. Tagging each photo to train Facebook's facial recognition algorithm on what face to look for. A landing page www.invisiblefriends.com.au was established to explain how the tech and the initiative works, while also providing authenticity to the profiles. Our Invisible Friends profiles were just one click away.
Then a large social and PR push aimed to garner as many Facebook friends as possible from all corners of the globe, for each Invisible Friend profile.
The campaign launched in mid April and is ongoing, with missing persons organisations around the world wanting to implement the program for some of their missing people.
Campaign Description
We harnessed Facebook’s new facial recognition and auto tagging technology to search for missing persons. By creating Facebook profiles for the missing and building them a broad and global friend network, we formed a social search party that scoured the backgrounds of millions of photos and videos posted on Facebook, daily.
Not only do we all live on our phones in the modern world, every moment of our lives is shared through our mobile devices. So turning the mobile phone into a search tool that's constantly on the lookout for missing persons allowed us to create a net much bigger and wider than any mortal could ever achieve.