Thousands of websites use a captcha tool, a cognitive test used to block spam by telling computers and humans apart. Normally, distorted words and numbers are displayed to the Internet user as a way for them to confirm that they are not a robot and thus proceed to access the website. What if, instead of meaningless words, it were possible to give it a social purpose? With optimizing this space in mind, Leo Burnett Tailor Made created the Missing Captcha for the NGO ‘Mothers of Sé’, which consists of replacing the random words for the names and dates of disappearance of missing persons. "The person's photo appears along with the name and date of disappearance. We also created a shortcut for Internet users to send messages to the NGO should they have seen or have any information on that person in the picture," explains Marcio Juniot, creative director for LBTM. To the portals that would like to join the campaign, you need simply visit the website of the Missing Captcha and incorporate the code into your html, at no cost. Now you’re all set: the security tool will display pictures, names and dates of missing persons, giving families' greater hope.
Category: Public interest
URL: http://www.missingcaptcha.com/
Client: Mothers of Sé
Agency: Leo Burnett Tailor Made
Country: Brazil
Creative Director: Marcio Juniot
Creative Director: Pedro Utzeri
Creative Director: Marcelo Bruzzesi
Group Creative Director: Marcelo Reis
Creative: Vitor Menezes
Creative: Pedro Furtado
Creative: Fred Corazza
Account management: Denise Millan, Junior Bottura, Rafael Oliveira, Marcelo Martirani and Julia Cardoso
Media: Fernando Sales, André Massuda, Leonardo Moraes and Leandro Fujita
Planning: Ana Luiza Santos and Jad Fayad
RTV: Celso Groba, Maria Fernanda Moura and Dudi Ciampolini Bourroul
Approval: Ivanise Esperidião da Silva Santos
Motion Designer: Christian Balzano
Digital Production: Iwwa Digital
Sound Production: Casa da Árvore
Audio producers: Pedro Penna and Fernando Ianni