Title | MISSING CHILDREN |
Brand | BAOBEIHUIJIA.COM |
Product / Service | BABY BACK HOME VOLUNTEERS ASSOCIATION |
Category | A08. Best Use of Other Digital Platforms (Incl. Mobile Devices) |
Entrant | JWT BEIJING, CHINA |
Entrant Company | JWT BEIJING, CHINA |
Advertising Agency | JWT BEIJING, CHINA |
Media Agency | ALWAYS Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Tetsu Bi | JWT Beijing | Producer |
Angrid Wu | JWT Beijing | Account Service |
Christine Klemmt | JWT Beijing | Art Director |
Liang Zhou | JWT Beijing | Art Director |
Xiu Feng | JWT Beijing | Art Director |
Jie Cao | JWT Beijing | Art Director |
Ds Yu | JWT Beijing | Art Director |
Sheng Li | JWT Beijing | Art Director |
Devin Zhao | JWT Beijing | Art Director |
Oliver Tang | JWT Beijing | Copywriter |
Shawn Cheng | JWT Beijing | Copywriter |
Theresa Ong | JWT Beijing | Copywriter |
Tenten Ma | JWT Beijing | Copywriter |
Nicky Zhang | JWT Beijing | Copywriter |
Polly Chu | JWT Beijing | Chief Creative Officer |
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.
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. With Face Recognition Technology, the result is almost instantaneous. When a match is found, Baby Back Home will be notified via Weibo (China’s equivalent of Twitter) so the child may be rescued and safely returned home. We had turned a simple act of photo-taking into a chance to save thousands of children.
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.