The Missing Review" is an innovative and interactive ad campaign that ingeniously deploys missing kids reports disguised as reviews on Google and Yelp, where 88% of internet users search for recommendations and ratings. It aims to strategically add information about missing children to five-star reviews for establishments near where these children were last seen. Furthermore, we hoped it would spread the word in the local community, prompting a broader search for their whereabouts and improving their chances of returning home. The campaign was implemented in the US's five states with the highest risk: New York, California, Florida, Texas, and Ohio.

These are a couple of supporting boards that explain some of the details

we had to adjust and pay attention to in order to overcome the platform's filters.