Matthew Miller
Feb 16, 2015

Effort turns search engines into reminders about missing people

AUSTRALIA - Internet users who try to search on popular websites in the coming week might find a reminder that while they search for a bargain or a nugget of information, thousands of other people are searching for missing loved ones.

Client: Missing Persons Advocacy Network (MPAN) of Australia

Agency: Grey Group Singapore

Market: Australia

Campaign scope: The "Help find me" campaign, under Grey's Grey For Good initiative, causes information about a missing person to pop up on users' screens when they use the search function on particular websites. Several high-traffic sites have "donated" their search bars for the next seven days.

Press release quote: Deborah Mailman, Australian actress and MPAN ambassador: “What this is all about is sharing the responsibility and engaging the Australian community as a collective, to help families and friends of missing Australians who might not have any resources or avenues to find their loved one.”

Campaign Asia Pacific's comments: We can't agree that the effort "turns Australia into one big search engine", as the agency asserted in press materials. But the idea of a popup tied to search intent is solidly in line with the message the organisation wants to project. And as more than 38,000 people go missing each year in the country, we wish the group all success. 


CEO and Founder: Loren O’Keeffe

Grey Group Singapore:
Chief Creative Officer: Ali Shabaz
Associate Creative Director: Cinzia Crociani/ Sudhir Pasumarty
Head of Design: Sudhir Pasumarty
Creative Technologist: Sandeep Bhardwaj
Senior Copywriter: Karn Singh
Senior Developer: Balasubramaniyan Suruliraj
Account Manager: Amanda Rendell
Senior Account Manager: Madina Kalyayeva
Planner: Sashi Kumar
Regional Director, PR & Corporate Communications: Huma Qureshi
Regional Corporate Communications Executive: Yanrong Pang

Senior Client Executive: Julian Liston
Partner and Head of Change: Angela Scaffidi

Video Production:
Producer: Harie Herman
Editor: Pauline Toh 

The Gunnery:
Executive Producer: Azmi Jaffar
Voice Over Artist / Audio Engineer: Evan Roberts


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