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.

Describe how the promotion developed from concept to implementation

To enable anyone who owns a smartphone to become an instant search volunteer just by taking a photo of a child they suspect may be lost or stolen.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.