Queensland Government Digital Disappearing Person Alerts [Supporting Images], 2 BWM Dentsu Melbourne

Archivo de publicidades » Digital » Queensland Government » Disappearing Person Alerts [Supporting Images], 2

Disappearing Person Alerts [Supporting Images], 2

Añadir a la colección
Añadir una nota
Sector Gobiernos y otras autoridades
Media Digital
Mercado Australia
Agencia BWM Dentsu Melbourne
Executive Creative Director Simon Bagnasco, Amy Hollier
Creative Director Phil Van Bruchem, Chris Andrews
Copywriter Chris Plummer, Tom Opie
Agencia de production Guilty
Publicado octubre 2017

Premios

One Show 2018
Mobile Use of Technology Bronze

Creditos y descripciones

Brand QUEENSLAND POLICE
BWM DENTSU Melbourne, Australia Entrant Company
BWM DENTSU Melbourne, Australia Idea Creation
GUILTY CONTENT Melbourne, Australia Production
COX INALL CHANGE Melbourne, Australia PR
VIZEUM Sydney, Australia Media Placement
Rob Belgiovane BWM Dentsu Melbourne Group Chief Creative Officer
Amy Hollier BWM Dentsu Melbourne Executive Creative Director
Simon Bagnasco BWM Dentsu Melbourne Executive Creative Director
Phil Van Bruchem BWM Dentsu Melbourne Associate Executive Creative Director
Chris Andrews BWM Dentsu Melbourne Creative Director
Tom Opie BWM Dentsu Melbourne Copy Writer
Chris Plummer BWM Dentsu Melbourne Copy Writer
Sonia McLaverty BWM Dentsu Melbourne Executive Producer
Mac Wright BWM Dentsu Melbourne Digital Planner
Eleanor McLeod Cox Inall Change Senior Account Manager
Ellen Donald Cox Inall Change Account Executive
Patrick Bell Vizeum Communications Planning Executive
Christopher Tovo Guilty Content Director
Justine Sywak Cox Inall Change General Manager
Synopsis
In Australia, one teenager is reported missing every 20 minutes. In the search for these missing persons, police can only do so much - they rely heavily on information from the general public. The more people who know of a person's disappearance, the greater the chance of them being found.
But traditional alerts were failing to reach the public within the all-important first 24 hours - particularly teenagers, the group most at risk of going missing.
Our task was to modernise the way missing persons information is distributed to the public, thereby recruiting more young Australians to help find missing persons.
Strategy
In Australia, a teenager is reported missing every 20 minutes. In the search for these missing persons, police can only do so much - they heavily rely on information from the public.
Our strategy was based on mass, immediacy and targeting. The more people, in the right area, who know of a person's disappearance - the greater chance of them being found. Utilising Snapchat - the fastest growing social media platform among young Australians - gave access to the demographic most at risk of going missing - teenagers.
Knowing that 77% of Australian teens use Snapchat daily (42 times on average per week), Disappearing Person Alerts aimed to reach a previously disengaged demographic, activating them to become the eyes and ears in assisting the police with vital information.
With the first 24 hours being the most vital, we sought to find a way to make every second count.
Relevancy
Through the adoption of Snapchat (the fastest growing social media amongst Australian teens) as an alert channel, police are now able to reach a previously disengaged demographic, teenagers - the group most likely of going missing.Disappearing Person Alerts were developed for the Queensland Police to innovate the search for missing persons by creating a more direct, more efficient and more targeted form of alert.
Harnessing the native functionality of Snapchat not only provided a direct, real-time, and targeted tool for police, but the disappearing nature of the medium helped build an immediate emotional connection by demonstrating what is at stake.
Outcome
The alerts gained national recognition with a reach of over 8 million from a $0 budget, activating the platform that engages 90% of the group most at risk of going missing - teenagers.
The first alert was sent the day the campaign went live - the teenage girl was found within 24 hours.
Since the launch, 87% of Disappearing Person Alerts have assisted in the person being found, and is reported as being the 'latest weapon in the fight to find people'.
The Queensland Police continue to use the alerts, enabling them to reach a previously disengaged demographic in the search for missing teenagers.
As an exploratory project - the police had no targets or expectations, but hoped by adopting new technology, with a powerful message, that positive change would result.
The ongoing results continue to surpass Queensland Police's expectations, generating interest to expand the initiative interstate and overseas.
Execution
We created a new tool to assist Queensland Police with missing person investigations. Sent directly through Snapchat, Disappearing Person Alerts are real-time, geo-targeted messages that help find missing teenagers. Using the native functionality of Snapchat, the alert (disappearing after 10 seconds) communicates a highly emotive message, 'Help find John Citizen before he disappears.' With each alert featuring a recent photo, name, and location last seen, the police can directly inform all Snapchat users, as soon as someone is reported missing in a location near them.
In conjunction with National Missing Persons Week, the initiative was launched with an integrated campaign (press, OOH, TVC, cinema and online) activating Australia's biggest teenage search party.
Now everyone with a mobile phone can help be the eyes and ears in assisting with missing person investigations.
Campaign Description
Using Snapchat, the fastest growing social media amongst Australian teenagers, we created a new tool to assist Queensland Police with missing person investigations. Sent through Snapchat, Disappearing Person Alerts are real-time, geo-targeted messages that help find missing teenagers.
Using the native functionality of Snapchat, the alert (disappearing after 10 seconds) features a recent photo, name and location last seen, while communicating a highly emotive message, 'Help find John Citizen before he disappears.'
Now every person with a mobile phone can be notified as soon as someone is reported missing in a location near them.