Annually, about 3,000 people go missing in the Santa Catarina area of Brazil and this campaign by the DPPD Missing Persons Unit takes an unusual approach to getting the word out about these people in the hopes of bringing them back home.
The campaign involved the use of Tinder, where fake public dating profiles were created for each of the missing individuals using info from Facebook. If someone happened to swipe right, indicating a match, the person would be taken to more information about the missing person and given a place where they would be able to provide possible tips on their whereabouts. Amazingly, with the 'Blind Date' campaign on Tinder, 23 people were found and returned home.
Stats for Missing Matchmaker Campaigns
Trending: Older & Average
Research: 634 clicks in 94 w
Interest: > 3 minutes
Concept: "missing Persons Unit"
Related: 70 examples / 54 photos
Segment: Neutral, 18-55
Comparison Set: 26 similar articles, including: missing person photography, haunting last outfit photography, and sentimental call-in charity ads.
Missing Matchmaker Campaigns
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