We turned the intro of a YouTube pre-roll into a series of 50 geo-targeted Missing Person’s ads for people last seen in the viewer’s area. (Something YouTube had never attempted before.)

In another YouTube first, we transformed the ‘SKIP’ button.

‘NO I HAVEN’T’ skipped the pre-roll as usual.

The Pre-Roll companion banner gave viewers another chance to see the missing even if they skipped the Pre-Roll.

‘YES I HAVE’ sent you to a site to share information with the Australian Federal Police.

50 Missing Person Pre-rolls resulted in:

• 1.2m impressions in five days

• 238 ‘Yes I Have’ clicks, each delivering new information on cold cases

• Delivered closure for two families

• One murder victim found, with the alleged whereabouts of another conclusively revealed.

Despite the tragic circumstances, the families of the two cold cases that were closed were afforded a level of closure that had been previously unavailable to them. In countless other cases, information led to more efficient use of police resources.