Missing Tag uses current technology in a way that was never imagined before: to search for missing children. Creating profiles for missing children, we made Facebook use its facial recognition system to automatically search for them within the millions of photos that users already upload on a daily basis. This generated a new real-time searching method where a positive tag could lead to key information to find him/her, such as last location and last time the child was seen.

We created Facebook profiles for missing children around the country and a web page where every profile was available for users to add them as friends on the social media platform. Through Missing Children’s Facebook Page we introduced Missing Tag, where we gave information on the new searching method and shared each profile. As friend requests started to increase and profiles gained popularity, Facebook automatically started suggesting them as friends to new users. Missing Tag quickly became a sensation both online and offline calling the attention of users and media alike.

Only a week into the campaign, it generated an organic reach of 1.5+ MM with an engagement rate of 2.97%, most of the interactions included shares of posts and the video. Friend requests showed up in every profile and made them quickly reach full friend capacity. We generated more than 70,000 new friends, creating more than 3 million chances of finding a missing child.