Creative Execution

MPAN launched ‘Help Find Me’ – a world-first, nationwide initiative with the potential to reach almost every Australian. When a user lands on a website and uses the search function, the profile of a missing person will automatically appear. A link to the website is included for anyone who may have information, want to learn more, or get involved. ‘Help Find Me’ also partnered with corporate Australia, with many companies ‘donating’ the use of their high-traffic website for the cause. Companies including St George Banking Group, Bank of Melbourne, and Mitre10, are some of the major corporations involved in the campaign.

‘Help Find Me’ reached out to over 10 million Australians, covering close to 43% of the total population. The average time spent on the banner was 1:30 minutes, 3.5 times more than rich media banners. The campaign gained further momentum by featuring in over 150 print and online publications, aiding in the amplification of the message of MPAN across the country. With zero media investment, ‘Help Find Me’ earned over AUD190,000 (USD150,000) in media value. Most importantly, the campaign helped MPAN reached a much larger audience in its continued bid to raise awareness of Australia’s missing persons.

38,000 people go missing in Australia each year. That is one person every 15 minutes. This is a campaign about how Missing Persons Advocacy Network (MPAN), a non-profit organization, transformed the Internet’s most important feature – the search bar, creating an innovative, fast and efficient channel to aid finding a missing person. Search engines are the foundation of the Internet, allowing us to bring order to vastness of the web in mere milliseconds. This gave rise to the opportunity to turn a web user’s first point of contact from a functional tool, into one that engages the community as a collective and help families and friends of missing Australians who might not have any resources or avenues to find their loved one. Missing persons is a serious community issue, one that MPAN hopes to eradicate by turning Australia into one big search engine to find their missing