Brief: Create a compelling editorial narrative around Missing People’s new missing person posters that were being launched to mark International Missing Children’s day.

Approach: Focus the story on the science behind the new posters, emphasising the cutting edge behavioural science, AI and machine learning that was used to create them.

Outcome: The campaign cost less than £5,000 and generated more than 100 pieces of coverage. GoDaddy’s evaluation and reporting software identified the campaign as the brand’s most successful of the year globally.

Coverage highlights: BBC Breakfast, Daily Telegraph, MailOnline, Sky News

Awards: Nominated in four categories at the 2022 PR Week Awards, including Social Purpose and Best Use of Creativity.