“The Missing Review” is an innovative advertising campaign that leverages the popularity of online platforms like Google and Yelp, where 88% of internet users turn for recommendations and ratings. The campaign strategically incorporates information about missing children into five-star reviews for businesses near the last known locations of these children.
This approach aims to engage local communities, raise awareness, and enhance the likelihood of finding the missing children.
Currently, the campaign is active in the five states reporting the highest numbers of missing children cases: Florida, California, Texas, Ohio, and New York. Since its inception, “The Missing Review” has garnered thousands of views and achieved over 10 million impressions in just two weeks.
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“The truth is, I couldn’t be happier with this campaign, but of course not about the sad reality that prompted it,” reportedly said Tony Waissmann, Chief Creative Officer at Republica Havas. “Ideas like the one for ‘The Missing Review’ are such that when they arise, you first have to wonder if it is even possible to do something like that. We had to do it twice because the first time, both platforms took us down on the same day. But the important thing is to continue looking for a way and, on the second attempt, we achieved it and surpassed wide expectations.”
“What happened was enormous, and we were able to use a medium in a way for which it was never intended, which was one of the great successes of the campaign. Being in a space where millions of people are already in search mode and putting the missing children there at the same time, I think, was the key. Millions of people are looking for all kinds of things, and we get in there so that they, too, can help us look for a missing child. This is where everything worked, as you can see in the campaign.”
Amigos For Kids, the nonprofit organization behind this initiative, was established in 1991. It is dedicated to preventing child abuse and neglect by valuing children, strengthening families, and educating communities.
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