Grey Group Singapore’s new philanthropic arm, Grey for Good, has leapt off the starting block with a campaign idea that turns Australia into one gigantic search engine to find missing Australians.

It has come up with a way of reaching almost every Australian – the search bars of Australian businesses. Which means that its Help Find Me campaign for the Missing Persons Advocacy Network (MPAN) has the greatest possible chance of achieving its goal.

Grey for Good asked corporate Australia to donate the search bars of high-traffic websites. The agency then appropriated them for use as a channel for posting its missing person ads.

When a user lands on a participating website and uses the search function on that site, the profile and image of a missing Australian will automatically pop up. A link to the campaign website is included for anyone who may have any information or wants to learn more, and get involved.

MPAN ambassador, Deborah Mailman, explained, “What this is all about is sharing the responsibility and engaging the Australian community as a collective, to help families and friends of missing Australians who might not have any resources or avenues to find their loved one.”

Participating companies include St George Banking Group and Metcash, along with the websites of their ancillary businesses.

More than 38,000 people go missing in Australia each year. That’s one person every 15 minutes.

“Help Find Me is a powerful initiative that has the potential to completely change the lives of so many Australians. Missing persons is a serious community issue and we should all be doing more to help the thousands of Australians directly affected,” Mailman commented.

Credits:

MPAN:

Chief executive officer and founder: Loren O’Keeffe

Grey Group Singapore:

Chief creative officer: Ali Shabaz

Associate creative directors: Cinzia Crociani & Sudhir Pasumarty

Head of design: Sudhir Pasumarty

Creative technologist: Sandeep Bhardwaj

Senior copywriter: Karn Singh

Senior developer: Balasubramaniyan Suruliraj

Account manager: Amanda Rendell

Senior account manager: Madina Kalyayeva

Planner: Sashi Kumar

Regional director, PR & corporate communications: Huma Qureshi

Regional corporate communications executive: Yanrong Pang

 PR:     SenateSHJ:

Senior client executive: Julian Liston

Partner and head of change: Angela Scaffidi

Video Production: Greyworks:

Producer: Harie Herman

Editor: Pauline Toh

The Gunnery:

Executive producer: Azmi Jaffar

Voice-over artist / audio engineer: Evan Roberts