It has been reported that over 200.000 children go missing in China every year. Only 0.1% are found. This serious social issue gets very little publicity. On the other hand, OPPO, one of the biggest smartphone brands in China, invests heavily in advertising, with a media budget of 150 over million $.

Brief: How could OPPO put their resource (advertising, stores) in the hands of the consumers for them to get involved in helping missing children in China?

Our objective was to raise the awareness regarding a dramatic national problem, offer visibility and involve as many people as possible to help gather as valuable information for the children.

OPPO donated its phone screens on advertising in Nanjing and major cities across China. Print, outdoor and in-store were part of the mix. The large retail network of OPPO (over 3000 stores in China) played an important part in the campaign, where missing children pictures appeared on real products. People were directly involved by replacing their home screen with pictures of missing children and scanned a QR code to follow the “Baby Back Home” NGO WeChat account.

The action took place on June 1st, International Children’s Day, when people would be most open to help out in a cause that relates to children.