"The Missing Review” is a new and interactive ad campaign that ingeniously employs reviews on Google and Yelp, where 88% of internet users search for recommendations and ratings. It aims to strategically add information about missing children to five-star reviews for establishments located in the vicinity of where these children were last seen in hopes of spreading the word in the local community, prompting a broader search of their whereabouts and, ultimately, improving their chances of returning home.
Philosophy
THE ISSING REVIEW
Problem
When a child goes missing in the United States, this information gets distributed but is mostly buried across government and nonprofit websites and police reports. If a case has enough leads, they issue an Amber Alert—an alarm blaring on our phones that’s often hushed by the majority before being properly acknowledged. Back in the late 80s, Americans were confronted with daily reminders of missing children, their faces staring back from the backs of milk cartons. But as plastic jugs replaced traditional milk cartons, these poignant reminders vanished from our routine. Today, with so much technology right at our fingertips, we have access to information in seconds, but the reality is, the rate of missing children continues to rise each year in the U.S. Unless you're actively searching, it's all too easy to remain unaware of this heartbreaking crisis unfolding in our own backyards.
Result
By harnessing the power of online reviews, we transformed everyday digital behavior into a lifeline for missing children and their families. Our innovative approach garnered an astounding 185 MM reach, 74.3 MM of impressions and $7.1 MM in earned media value, driving awareness and empowering the community to actively participate in the search. Businesses were quick to rally behind our mission, leaving messages of support on man of the 1,000 reviews we strategically placed. These reviews generated a total of 13.4M impressions on Google and Yelp, with 96K clicks on the photos of the missing children. Most importantly, our campaign played a role in reuniting 64 children with their families. By tapping into the universality of digital word-of-mouth, we brought to light and boosted support for missing children by embedding ourselves in normal day-to-day behavior, converting digital reviews into a force for good.