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Disappearing Person Alerts

basics
Industry: Professional & Public services
Media:Cyber
Market:Australia
Style: Minimalism
descriptioncnen
Synopsis
In Australia, one teenager is reported missing every 20 minutes. In the search for these missing persons, police can only do so much - they rely heavily on information from the general public. The more people who know of a person's disappearance, the greater the chance of them being found. But traditional alerts were failing to reach the public within the all-important first 24 hours - particularly teenagers, the group most at risk of going missing. Our task was to modernise the way missing persons information is distributed to the public, thereby recruiting more young Australians to help find missing persons.
Strategy
In Australia, a teenager is reported missing every 20 minutes. In the search for these missing persons, police can only do so much - they heavily rely on information from the public. Our strategy was based on mass, immediacy and targeting. The more people, in the right area, who know of a person's disappearance - the greater chance of them being found. Utilising Snapchat - the fastest growing social media platform among young Australians - gave access to the demographic most at risk of going missing - teenagers. Knowing that 77% of Australian teens use Snapchat daily (42 times on average per week), Disappearing Person Alerts aimed to reach a previously disengaged demographic, activating them to become the eyes and ears in assisting the police with vital information. With the first 24 hours being the most vital, we sought to find a way to make every second count.
Relevancy
Through the adoption of Snapchat (the fastest growing social media amongst Australian teens) as an alert channel, police are now able to reach a previously disengaged demographic, teenagers - the group most likely of going missing.Disappearing Person Alerts were developed for the Queensland Police to innovate the search for missing persons by creating a more direct, more efficient and more targeted form of alert. Harnessing the native functionality of Snapchat not only provided a direct, real-time, and targeted tool for police, but the disappearing nature of the medium helped build an immediate emotional connection by demonstrating what is at stake.
Outcome
The alerts gained national recognition with a reach of over 8 million from a $0 budget, activating the platform that engages 90% of the group most at risk of going missing - teenagers. The first alert was sent the day the campaign went live - the teenage girl was found within 24 hours. Since the launch, 87% of Disappearing Person Alerts have assisted in the person being found, and is reported as being the 'latest weapon in the fight to find people'. The Queensland Police continue to use the alerts, enabling them to reach a previously disengaged demographic in the search for missing teenagers. As an exploratory project - the police had no targets or expectations, but hoped by adopting new technology, with a powerful message, that positive change would result. The ongoing results continue to surpass Queensland Police's expectations, generating interest to expand the initiative interstate and overseas.
Execution
We created a new tool to assist Queensland Police with missing person investigations. Sent directly through Snapchat, Disappearing Person Alerts are real-time, geo-targeted messages that help find missing teenagers. Using the native functionality of Snapchat, the alert (disappearing after 10 seconds) communicates a highly emotive message, 'Help find John Citizen before he disappears.' With each alert featuring a recent photo, name, and location last seen, the police can directly inform all Snapchat users, as soon as someone is reported missing in a location near them. In conjunction with National Missing Persons Week, the initiative was launched with an integrated campaign (press, OOH, TVC, cinema and online) activating Australia's biggest teenage search party. Now everyone with a mobile phone can help be the eyes and ears in assisting with missing person investigations.
CampaignDescription
Using Snapchat, the fastest growing social media amongst Australian teenagers, we created a new tool to assist Queensland Police with missing person investigations. Sent through Snapchat, Disappearing Person Alerts are real-time, geo-targeted messages that help find missing teenagers. Using the native functionality of Snapchat, the alert (disappearing after 10 seconds) features a recent photo, name and location last seen, while communicating a highly emotive message, 'Help find John Citizen before he disappears.' Now every person with a mobile phone can be notified as soon as someone is reported missing in a location near them.
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awards
Cannes Lions International Festival of Creativity 2018
Bronze Media
Channels > Use of Mobile
Cannes Lions International Festival of Creativity 2018
Shortlist Direct
Digital & Social > Use of Mobile
Cannes Lions International Festival of Creativity 2018
Shortlist Direct
Use of Social Platforms
Cannes Lions International Festival of Creativity 2018
Shortlist Media
Sectors > Not-for-profit / Charity
Cannes Lions International Festival of Creativity 2018
Shortlist Mobile
Social Purpose
Cannes Lions International Festival of Creativity 2018
Shortlist Social & Influencer
Innovative Use of Community
Cannes Lions International Festival of Creativity 2018
Shortlist Social & Influencer
Audience Targeting / Engagement Strategies
The One Show 2018
Bronze Pencil Mobile
Use of Technology
The One Show 2018
Merit Social Media
Branded Social Post / Real-Time Response
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