In Thailand, missing posters are the only hope when no other clues are found for missing people. However, the image from the missing posters only remain in one’s memory for 30 seconds because our brains are designed to store unfamiliar things in our short-term memory.

Objective:

1. To raise awareness and the importance of missing people cases in Thailand and turn the public into social volunteers.

2. To help the public easily recall the missing person in order to get more progress in finding the person.

Based on scientific evidence, the human brain frontal lobe’s memory works more effectively with things we’re familiar with. “The Missing Look-Alike” campaign helps with people’s association of the missing people with familiar faces. Knowing that Thai people are interested in actors, actresses and celebrities, we invited famous Thai celebrities (representing different genders and ages, are well-known amongst mass targets and cover all categories of missing people) who look similar to the missing people to demonstrate how missing people can be easily recognizable with the help of a familiar face. The campaign was promoted nationwide by using TVC, online, newspapers, billboards, bus screens and Instagram to introduce the method and redesigning of the missing people posters. We’re also using Instagram to recruit photos from other celebrities for more comparisons.