Situation;

There are many missing persons in the world. That's why there is a very large community of people who are looking for their missing relatives.

Turkcell, as being the leader telecommunication operator of Turkey takes the responsibility of helping these people.

Brief;

Help people to re-connect with their missing family members by using the large network of Turkcell.

Objective;

To raise strong public awareness and create talk of the town around this sensitive issue.

Turkey’s leading telecom operator Turkcell can reach almost 40 million people everyday. In cooperation with The Families of Missing Persons Families Association, Turkcell became the voice of hundreds of missing persons’ families by turning missed call voice message into a new media. When you call someone if he/she can not be reached, a standard voice message starts. “The person you have called can not be reached at the moment”, and then, a relative of a missing person continues the message by saying that he has not been able to reach his brother for years. And then the message directs people to the website: unreachables.com

The website lists information about hundreds of other

missing persons. Names, ages, photos… The website also provides people with information on preventing future losses of loved ones.

Turkcell is a telecom operator with 35 million subscribers. This number is equal to half of Turkey's population.

Since our critical goal is to reach the maximum number of people, we aimed to use these 35 million people in our project.

We already knew that there were countless calls during a day between our subscribers and many people were listening to the automatic message: "The person you are calling can not be reached at the moment...". Embracing this specific moment and automatic

voice mail would allow us to pass our message in a striking way.

For the first time in the world, the missed called voice message has been turned into a medium for a social responsibility message.

With this voice message…

Turkcell reached 4.5 million people in a single day.

The total reach of the campaign was 11,5 million through website visits, social media shares, and more than 100 different newspapers and TV news.

And all with a media budget of zero.