# Sentimental Call-In Charity Ads The 'Missing People' Phone Campaign is Clever and Sneaky By Vivian Lau | Published 2012-05-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/missing-people-phone-campaign References: [fastcocreate](http://www.fastcocreate.com/1680850/missing-people-launches-a-new-campaign-that-requires-your-phone-at-the-ready) & [missingpeople.org.uk](http://www.missingpeople.org.uk/) Pre-movie ads are becoming more interactive and with [point-and-play, app-enabled games](https://www.trendhunter.com/trends/samsung-ads-gamebreaks) accessible through your smartphone, the UK-based charity 'Missing People' phone campaign adds another dimension to the experience by requiring you to call in. The 'Please Turn Your Phone On' campaign is a creative call for awareness and a way to introduce its hotline number. The ad starts with a clearly distraught man entering a [phone booth](https://www.trendhunter.com/trends/phone-booth-activation), breaking down as he is unable to call a presumable loved one, a woman, who is waiting back home. Finally, the man calls and is greeted by a "Hello?" The short ad pauses, urging viewers to call a number on the screen to hear the resulting conversation. It is clear the effect a missing person can have on a family. Using the [element of suspense](https://www.trendhunter.com/trends/project-yellow-lights-love-story) to get people to take action, this campaign cleverly piques interest, providing viewers with both an experience and opportunity to save their number in their phone. ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 31% | Activity: 9% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What's Driving This Trend - **Interactive Pre-movie Ads:** Opportunity for businesses to create engaging and interactive ad campaigns that capture audience attention and drive action. - **Call-in Marketing Campaigns:** Innovative approach to marketing that leverages phone calls to create suspense and capture audience interest. - **Incorporating App-enabled Games:** Integration of smartphone games into advertising campaigns to provide viewers with a fun and interactive experience. ### Who This Affects Most - **Charity:** Charities can adopt creative call-in campaigns to raise awareness and funds for their cause. - **Film Industry:** Opportunity for movie theaters to incorporate interactive pre-movie ads to enhance the movie-going experience for viewers. - **Mobile App Development:** Increasing demand for app developers to create engaging and user-friendly games for advertising purposes. ## Related on Trend Hunter - [Mental Health Awareness Campaigns](https://www.trendhunter.com/trends/itv.md) - [Pet-Finding Billboards](https://www.trendhunter.com/trends/scented-billboards.md) - [Horror-Themed Phone Campaigns](https://www.trendhunter.com/trends/join-the-flip-side.md) - [Mobile Escape Rooms](https://www.trendhunter.com/trends/phone-escape-hopeless.md) - [Minimizing Phone Usage Initiatives](https://www.trendhunter.com/trends/heinekens-latest-campaign.md) - [Charged Phone Ads](https://www.trendhunter.com/trends/apples-miss-you.md) - [Nightmarish Mobile Campaigns](https://www.trendhunter.com/trends/cellphone-bill.md) - [Mental Health-Supporting Campaigns](https://www.trendhunter.com/trends/the-last-photo.md) - [Solution-Oriented Holiday Ads](https://www.trendhunter.com/trends/solutionoriented-holiday-ad.md)