National Missing Persons Week
Business & Brand Building, Content & Communications Solutions, Creative & Digital Solutions, Performance Media
Supercurious loves to produce work with heart, so when the Australian Federal Police (AFP) asked us to conceptualise and produce a campaign for National Missing Persons Week, we jumped at the opportunity. We are driven by purpose and honoured to help make an impact on this important social issue. ‘They’re not just missing. They’re missed.’
Although we expected it to be an emotional journey, we didn’t realise just how deeply the raw emotions and honest conversations with these family members would move each and every one of us.
We realised we needed to share this reality with all Australians to show them the stories of these missing people – that they weren’t just statistics, they had families, friends and a community that missed them.
We developed a range of videos to tell these stories across digital channels and leveraged out-of-home outdoor placements generously donated by Outdoor Media Association.
The organic social media content on the National Missing Persons Week pages performed significantly better than past posts, with over 491,000 people reached. The National Missing Persons Coordination Centre pages also received more than 37,500 post engagements.
OMA estimates more than 7.5 million people were reached through Out of Home advertising.
“It has definitely been my favourite NMPW campaign so far. I am very proud of the work we produced and how all the families were able to be directly involved in creating this messaging.” Melinda Morton, National Missing Persons Coordination Centre
The feedback we received from family members and the client speak for themselves. We couldn’t be prouder or more humbled by the impact of our creative support.
