Making the missing unmissable with Grey Australia

21 April 2017

Creative Agency: Grey Group Australia

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The Missing Persons Advocacy Network (MPAN) and Grey Australia want to make missing people unmissable.

The awareness campaign reimagines traditional missing persons posters into vibrant stories and images that reflect the person that family and friends know.

'The Unmissables' aims to get Australia’s best storytellers and artists to highlight the untold stories of the more than 38,000 Australians who are reported missing every year.

Author Benjamin Law and Melbourne street artist Heesco were paired with the parents of missing Burwood East man, Tej Chitnis, who disappeared a year ago.

MPAN founder and director Loren O’Keeffe says: “The Unmissables is the perfect vehicle to make these often forgotten faces, unmissable.”

The campaign’s focal point is an online hub developed in partnership with WPP partner, The White Agency at theunmissables.com.au.

The Unmissables follows Grey and MPAN's 2016 'Too Short Stories' campaign which gave the public a glimpse of the real people behind the missing persons' statistics.

Grey Melbourne MD Claudia McInerney says the campaign is the culmination of dedicated people pouring their talents and efforts to a worthy cause that's “underpinned by a fantastic creative idea”.

Grey ECD Anthony Moss adds: “Collaborating with other creative communities on a project so important, has been a pleasure and a real labour of love. And while usually we want campaign results to feature in the millions, just one new lead that comes as a result of this work will make it all worthwhile.”

The Unmissables roll out across outdoor locations throughout Melbourne.

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