|Title||MISSED BIRTHDAYS - NAZ WOLDEMICHEAL|
|Brand||MISSING PERSONS ADVOCACY NETWORK|
|Product / Service||MPAN|
|Category||B07. Not-for-profit / Charity / Government|
|Entrant||whiteGREY Melbourne, AUSTRALIA|
|Idea Creation||whiteGREY Melbourne, AUSTRALIA|
|Media Placement||MINDSHARE Melbourne, AUSTRALIA|
|Production||FINCH Melbourne, AUSTRALIA|
|Production 2||BANG BANG STUDIOS Melbourne, AUSTRALIA|
|Nathan Rogers||whiteGREY||Head of Strategy|
This film is part of a campaign for the Missing Persons Advocacy Network (MPAN) called Missed Birthdays. The campaign saw family members of missing persons record or write heartfelt messages to their loved ones, which were then distributed/run on the missing person’s actual birthday. Featured in this film are the family and friends of Naz Woldemicheal who went missing in October 2016. Shot in and around Naz’s home, a poem written by Naz’s mother is read aloud by her, along with a spoken song from his brother and heartfelt words from his sister.
When a person goes missing, the search puts the focus on them. Yet with over 100 Australians reported missing every day, this traditional approach of providing a photo and some basic information doesn’t always receive the necessary public interest, or convey the emotion behind each case. MPAN needed a way to get the public to better connect with missing persons cases. By doing so, MPAN could raise more effective awareness for missing persons, as well as funds to train a new generation of ambiguous loss specialists. This led to Missed Birthdays- a missing persons campaign unlike any other – one that looked at those left behind on the most important day of the year.