Superstar

This Missing People Australia Campaign Spreads Across YouTube

By: Laura McQuarrie - Published: • References: australia.vml & digitalbuzzblog
This missing people Australia campaign is designed to spread the word about 1,600 people who have not been located for an extended number of years. This pre-roll campaign is was launched by VML Australia for the Australian Federal Police and Missing Persons Week.

Instead of playing an advertisement before a YouTube video, the images of missing people were displayed. The people featured in the pre-roll are geo-targeted in the areas where they were last seen. The campaign asks "Have you seen this person?" and in place of YouTube's "skip" button, the campaign requires users to respond with a "yes" or "no."

This is a simple action, but an effective way to collect information on people who have been missing for a number of years, especially since this message cannot be skipped like a regular YouTube ad. Stats for Viral Missing Person PSAs Trending: Older & Warm
Traction: 1,102 clicks in 56 w
Interest: 0.5 minutes
Concept: "missing People Australia"
Related: 59 examples / 45 photos
Segment: Males, 18-55
Comparison Set: 21 similar articles, including: missing person photography, spacious freezer campaigns, and sentimental call-in charity ads.