|Title||DISAPPEARING PERSON ALERTS|
|Brand||QUEENSLAND POLICE SERVICE|
|Product / Service||DISAPPEARING PERSON ALERTS|
|Category||A13. Not-for-profit / Charity / Government|
|Entrant||BWM DENTSU Melbourne, AUSTRALIA|
|Idea Creation||BWM DENTSU Melbourne, AUSTRALIA|
|Media Placement||VIZEUM Sydney, AUSTRALIA|
|PR||COX INALL CHANGE Melbourne, AUSTRALIA|
|Production||GUILTY CONTENT Melbourne, AUSTRALIA|
|Rob Belgiovane||BWM Dentsu||Group Chief Creative Officer|
|Amy Hollier||BWM Dentsu||Executive Creative Director|
|Phil Van Bruchem||BWM Dentsu||Associate Executive Creative Director|
|Chris Andrews||BWM Dentsu||Creative Director|
|Chris Andrews||BWM Dentsu||Creative Director|
|Tom Opie||BWM Dentsu||Copy Writer|
|Chris Plummer||BWM Dentsu||Art Director|
|Sonia Mclaverty||BWM Dentsu||Executive Producer|
|Mac Wright||BWM Dentsu||Digital Planner|
|Justine Sywak||Cox Inall Change||General Manager|
|Eleanor McLeod||Cox Inall Change||Senior Account Manager|
|Ellen Donald||Cox Inall Change||Account Executive|
|Patrick Bell||Vizeum||Communications Planning Executive|
|Christopher Tovo||Guilty Content||Director|
Using Snapchat, the fastest growing social media amongst Australian teenagers, we created a new tool to assist Queensland Police with missing person investigations. Sent through Snapchat, Disappearing Person Alerts are real-time, geo-targeted messages that help find missing teenagers. Using the native functionality of Snapchat, the alert (disappearing after 10 seconds) features a recent photo, name and location last seen, while communicating a highly emotive message, ‘Help find John Citizen before he disappears.’ Now every person with a mobile phone can be notified as soon as someone is reported missing in a location near them.
We created a new tool to assist Queensland Police with missing person investigations. Sent directly through Snapchat, Disappearing Person Alerts are real-time, geo-targeted messages that help find missing teenagers. Using the native functionality of Snapchat, the alert (disappearing after 10 seconds) communicates a highly emotive message, ‘Help find John Citizen before he disappears.’ With each alert featuring a recent photo, name, and location last seen, the police can directly inform all Snapchat users, as soon as someone is reported missing in a location near them. In conjunction with National Missing Persons Week, the initiative was launched with an integrated campaign (press, OOH, TVC, cinema and online) activating Australia’s biggest teenage search party. Now everyone with a mobile phone can help be the eyes and ears in assisting with missing person investigations.
The alerts gained national recognition with a reach of over 8 million from a $0 budget, activating the platform that engages 90% of the group most at risk of going missing - teenagers. The first alert was sent the day the campaign went live - the teenage girl was found within 24 hours. The Queensland Police continue to use the alerts, enabling them to reach a previously disengaged demographic in the search for missing teenagers. In the past 12 months the incidence of persons being reported missing has grown by almost 30%, with a significant increase in the reporting of persons under the age of 18 years. With the help of Disappearing Person Alerts, Queensland Police continues to maintain a recovery rate of 99.7% for missing persons. The ongoing results continue to surpass Queensland Police’s expectations, generating interest to expand the initiative interstate and overseas.
Through the adoption of Snapchat (the fastest growing social media amongst Australian teens) as an alert channel, police are now able to reach a previously disengaged demographic, teenagers – the group most likely of going missing. Disappearing Person Alerts were developed for the Queensland Police to innovate the search for missing persons by creating a more direct, more efficient and more targeted form of alert. Harnessing the native functionality of Snapchat not only provided a direct, real-time, and targeted tool for police, but the disappearing nature of the medium helped build an immediate emotional connection by demonstrating what's at stake.
In Australia, a teenager is reported missing every 20 minutes. In the search for these missing persons, police can only do so much - they heavily rely on information from the public. Our strategy was based on mass, immediacy and targeting. The more people, in the right area, who know of a person’s disappearance - the greater chance of them being found. Utilising Snapchat - the fastest growing social media platform among young Australians – gave access to the demographic most at risk of going missing - teenagers. Knowing that 77% of Australian teens use Snapchat daily (42 times on average per week), Disappearing Person Alerts aimed to reach a previously disengaged demographic, activating them to become the eyes and ears in assisting the police with vital information. With the first 24 hours being the most vital, we sought to find a way to make every second count.