|Title||MISSED BIRTHDAYS - PAUL RUSHWORTH|
|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’ actual birthday. Featured in this film is Peter Harris, the partner of Paul Rushworth who went missing in 2013. Shot at Bondi Beach, one of Paul’s favourite places, the film sees Peter deliver a heartfelt message to his missing partner.
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.