Campaign: Missing Children
WPP company: JWT Beijing
Client: Baby Back Home

In China, more than 20,000 children go missing each year, with many sold into slavery and prostitution, or ending up on the streets. This campaign launched a face recognition app enabling members of the public to check whether suspected missing children are on the missing children’s register.


40,000 people have downloaded the app, becoming search volunteers.

Missing Children campaign: statue of parents with missing child Missing Children campaign: stills from the app Missing Children campaign: poster for website

Chapter 6 of 9