Brief Explanation

Change attitudes Customer acquisition Customer retention Defend market share Develop new market (please specify, e.g. territory, demographic, etc) Drive footfall in store Dramatise a key product benefit Earn media / increase exposure Increase social media following / drive web traffic Launch new product Market share gain Profit gain Raise awareness Reduce price sensitivity Revitalise existing market Sales value gain Sales volume gain Other :Public Good

The Brief

In China, thousands of children go missing each year. Abducted not for ransom but sold into slave labour, prostitution, or a life on the streets as beggars. For the parents, hope to find their children in a country so big, is small. Baby Back Home helps families by publishing missing profiles on their website. Unfortunately, with little success. They desperately needed a more effective means to find these missing children. In a country of 1.4 billion people, surely we can do something.

How the final design was conceived

We designed and built an AR*-interactive sculpture of a family and installed it in public places where families often go. There’s a difference, this family’s child is missing. *AR – Augmented Reality technology When curious passers-by raise their cameras to them, real-life audio/visual stories of missing children are revealed. People were so moved that they immediately sprung into action using the APP. Whenever a picture of a suspected missing child is taken, the Missing Children APP will then compare it to Baby Back Home’s missing persons database to identify a match.

Indication of how successful the outcome was in the market

In just one week from launch, we had… Two long-awaited family reunions 20,000 APP downloads Most important thing is, we now have over 40,000 search volunteers and more every day.