It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
The Missing Persons Advocacy Network (MPAN) has launched a new initiative using digital search across leading corporate websites to help drive awareness of Australia’s missing persons.
The new initiative, dubbed ‘Help Find Me’, sees MPAN using search bars across a number of corporate sites and the not-for-profit sector to highlight missing persons for seven days, effective 1 February.
When an individual goes to use a search tool on one of these participating websites, the profile and image of a missing Australian will automatically pop up. Those who have further information or wish to learn more can click on a link to the campaign website.
Corporate sites participating over the next seven days include St George Bank, Metcash, Mind Australia and the Foundation for Rural and Regional Renewal.
The initiative has been launched by MPAN in partnership with Singapore-based agency partner, Grey Group, and its new philanthropic arm, Grey for Good.
In a video promoting the new activity, MPAN ambassador and noted Australian actress, Deborah Mailman, said it was exciting to see businesses in Australia supporting this innovative initiative.
“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,” she said.
MPAN, which was established by founder and CEO, Loren O’Keeffe in 2013, is a not-for-profit aimed at raising awareness of missing Australians and also provides practical support for their family and friends through its Missing Persons Guide.
According to Victorian Police Detective Inspector Senior Sergeant, Boris Buick, who heads up the Missing Persons Unit, 38,000 people go missing every year in Australia.
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