We started looking what where the most shared topics on Instagram that could easily go viral. One of those was ART.

So, as the posts of Missing Children didn’t go viral and #Art posts actually do, we made what we had to make: we gave art to the photos of the lost kids.

We made giant murals in strategic places of Buenos Aires where people uses to walk and take pictures of the city. This way, and with a call of action, we insured that these murals could take a place also in digital platforms and not only in the street, inviting people to share them on Instagram with an especific hashtag.

We started this action talking with some artists, whom at the same time, recomended us other artists. We specifically looked for muralists that could paint realism, so the faces could be accurate to the kids photos.

Then, we define some areas where the murals could have more impact, and when we got those areas, we went there and talked with some neighbors telling them about the campaing and asking them if we could count with their propertys.

It was difficult because the campaing counted with absolutely no Budget at all. Despite all, we got some walls.

We only needed paint, so we talked to Colorshop and told them about the campaing. The agency bought all the paint at half price.

In one month, we painted six murals.

Few days after the first murals were painted, a freelance journalist contact us and came to watch two murals we were painting. She interviewed us, and one week later we discover our case being the cover of one of the most important newspapers of Argentina, Clarín.

One day later, local tv news programs form four different channels called Missing Children to interview Lidia Grichener, president of the ONG.

Thanks to that interviews, artists from Córdoba, San Juan and Mendoza called us to expand the campaing. Many neighbors called too to hand us their walls so we can paint more murals.

We gained lots of shares and talk on Social Media, but our biggest result is that Joaquín Sánchez Trangoni, one of the painted childs, was found and returned home.