Invisible Friends
Award: Shortlist
Shortlist / Direct / Direct Innovation / 2019
To generate community engagement in missing persons' cases, we created Facebook profiles for long term missing persons that use Facebook’s inbuilt facial recognition to search for them. For people to be a part of the search, they simply had to become a friend.
If an Invisible Friend is detected in a photo or video on the network, the profile automatically receives a notification and MPAN can investigate.
The campaign reached 2/3 of all Australians, was covered in over 30 countries, and led to MPAN’s most successful year ever with a host of new funding opportunities for 2019.
