THE CLIENT
Silver Alert - The national emergency notification system for disappearances of elderly.
THE BRIEF
Draw attention to Silver Alert notifications, through a social media campaign.
THE IDEA
Our insight was that on social media, users care and share more about people in the public eye and neglect others, for whom attention can be life saving.
Our idea was to activate the most popular social influencers,
to donate some of the attention they get to those who need it.
to donate some of the attention they get to those who need it.
#MissingPost replaces influencers’ social posts for 48h, raising awareness about Silver Alert. After launch, ad hoc Missing Posts turn attention to individual cases when needed.
