Charity @MissingPeople unveils interactive ad to promote phone service #116000

By on Thursday, May 24, 2012

Missing People, ‘a lifeline when someone disappears’ will launch their new European phone number, 116000, in Britain and 15 other countries tomorrow on International Missing Children’s Day.  The helpline is a bid to help missing person’s reconnect safely, confidentially and at any time with their family.

This creative advert is well thought out and promotes both the charity ethos, and plants the memorable phone number at the forefront of your mind. The interactive element brings the issue to life, and creates an interesting experience that you are likely to remember.

The film was first shown last night at a reception hosted by Home Secretary Theresa May in Downing Street, an event to launch the new European-wide hotline as well as a relaunch of the official website providing information on missing British children.

In attendance were various campaign groups, celebrity supporters, as well as families of missing children. Madeleine McCann’s mother Kate, said the phone line is a “lifeline” for families like hers and “really positive”.

Tomorrow the advert will be launched in cinemas. A stroke of genius twist – controversially asking cinema goers to “turn on your phone” and to make a call in the theatre, will make this advert, and campaign, stand above others.

Martin Houghton-Brown, chief executive of the charity Missing People, said: “Our brief to BBH was challenging: can you raise awareness of a vital new number for a charity whose work is not well known or understood? They have managed to create a campaign which communicates in space of 30 seconds, why the charity exists, and who we are here to help. What’s more it communicates the number in the most effective way possible.


Cabbies have also signed up to support the work of the charity, 300 black cabs will carry appeals for missing children inside for passengers to read, thanks to an idea by former taxi driver father Colin Outhwaite, father of ex-EastEnders star Tamzin.

Missing Children are also hosting their second annual ‘The Big Tweet’ tomorrow to raise awareness for International Missing Children’s Day, with the support of Stephen Fry.

The appeal involves using Twitter to post information about missing persons every 30 minutes for 24 hours, and encourage followers to retweet; to incorporate the new hotline, each tweet will use the hashtag #116000.

Involved agency: Bartle Bogle Hegarty

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