MAES DA SE Film, Digital MISSING CHILDREN [Video] by Africa Sao Paulo

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Industry Charities, Foundations, Volunteers
Media Film, Digital, Interactive & Mobile
Market Brazil
Agency Africa Sao Paulo
Creative Director Roberto Fernandez | Ricardo John | Andrea Siqueira
Art Director Ricardo Sarno E Lucas Heck
Copywriter Pedro Lazera
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
Advertiser: MAES DA SE
Product/Service: MAES DA SE
Agency: AFRICA Sao Paulo, BRAZIL
Production: Pivot Team (Pivot)
Media Team: Luiz Fernando Vieira/Evandro Soares/Felipe Santos (Africa)
Digital Manager: Marcos Valeta (Africa)
Client Services Team: Marcio Santoro/Marcos Valeta/Carlos Larotonda (Africa)
Planning Director: Ana Cortat (Africa)
Art Director: Ricardo Sarno (Africa)
Copywriter: Pedro Lazera (Africa)
Projects Creative Director: Evandro Soares (Africa)
Creative Director: Andrea Siqueira (Africa)
Chief Creative Officer/Creative Director: Sergio Gordilho (Africa)

Results and Effectiveness

In only one month of the project more than 800.000 people had been able to help. And, most importantly, a child could come back home.

Creative Execution

The plugin was installed in a large number of cyber cafes and 2 big universities in Sao Paulo, Brazil.

Insights, Strategy and the Idea

Missing Children is a problem that affects many people in many places.
If we ask people to help, people may help.
But there’s a barrier for them to help: helping may be difficult.
So, we created a simple plugin to Google Chrome that joined Maes da Se, a Brazilian NGO made of desperate mothers who never give up looking for their missing children, with GOOGLE.
It works like this: Once someone looks for anything on GOOGLE images, the first row of images shows missing children.
If someone recognizes a photo, can click on the picture, sees her or his profile on the site. The plugin was installed in a large number of cyber cafes and 2 big universities in Sao Paulo.
Why look for a child alone if the whole world can help?