Campaign: Missing Children
WPP company: JWT Beijing
Client: Baby Back Home

In China, more than 20,000 children go missing each year, with many sold into slavery and prostitution, or ending up on the streets. This campaign launched a face recognition app enabling members of the public to check whether suspected missing children are on the missing children’s register.

Result:

40,000 people have downloaded the app, becoming search volunteers.

Missing Children campaign: statue of parents with missing child Missing Children campaign: stills from the app Missing Children campaign: poster for website

Chapter 6 of 9

67%