Missing Children Digital WHITE FLAG by ALMACEN Olivos, ARGENTINA

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Industry Charities, Foundations, Volunteers
Media Digital, Interactive & Mobile
Market Argentina
Executive Creative Director Diego Duprat - Walter Onorato
Art Director Tomás Bres Bullrich
Producer Diego Schapira
Released May 2013


Cannes Lions 2013
Media Lions Product & Service; Public Health & Safety, Public Awareness Messages Silver

Credits & Description

Type of entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages

Co-Chairman: Daniel Onorato (Almacén)
Co-Chairman: Caio Lucini (Almacén)
Executive Creative Director: Walter Onorato (Almacén)
Executive Creative Director: Diego Duprat (Almacén)
Copywritter: Gabriel Espisúa (Almacén)
Art Director: Tomás Bres Bullrich (Almacén)
Design: Tania Kolakovic (Almacén)
Director Film: Potrero.tv (Potrero.TV)
Producer: Diego Schapira (Potrero.TV)
Photography Director: Matias Mesa (Potrero.TV)
Web Development: Héctor Fiorentino (Almacén)

Results and Effectiveness

Thousands downloaded the application, and now each search reaches 20000 people in just two hours. Many news TV channels spoke about White Flag and interviewed Missing Children's president Lidia Grichener. Even the National Chamber of Deputies talked about the project in one of their sessions and declared the campaign as of National Interest.
And the most important achievement was that, only two months after the application was launched, we found the first child. Today, almost a year later, we've found 4.

Creative Execution

The media team and the creative team worked as a whole. Actually, this idea was borne in the digital media department.

The campaign has multiple media channels. It started as a Facebook and Twitter App. Later, Microsoft Corporation saw the App and invited us to develop it for Windows 8 and Windows Phone. The third step was to do 2 outdoor activations to go viral and to get media coverage. The media coverage brought in the support from some big companies such as Carrefour, Arcor Foods and Minicuotas Ribeiro. They gave Missing Children free media on their websites, catalogues and social networks.

Insights, Strategy and the Idea

Missing Children is a civil association that helps to find missing children. In Argentina, we receive an average of three warnings of missing children per day. IF a child does not appear during the first 24 hours, the possibilities of finding them diminishes considerably. Until now there wasn't media for doing this. E-mail chains are not safe. To place a photograph on a milk cardboard and deliver it takes a month, and the same happens with paper bills. It was relevant for the client because until this campaign Missing Children Argentina had no digital campaign or social media relevance. For the target audience it was relevant because for the first time there's a safe digital tool to find missing children.