In Brazil, about 200,000 people go missing yearly. Posters are still the best way to help.

Print for Help is a social network in which any HP printers owners can register in with their printer's email and zip code. This allows the Mães da Sé NGO to send posters based on its location directly to the printers whenever someone goes missing.

The system matches the printer's location to the area the person went missing. The app engine balances time and location. The most recent cases will be printed first, which allows distributing the posters quickly on the first crucial hours.

The web app generates customized standard posters that allow better viewing and save ink. They are also stored digitally, allowing the NGO to keep the track of each case.

This gave the people an opportunity to help easily on an issue that matters for them.

8 out of 10 printers sold in Brazil are HP. But, nowadays, everyone seems to have been far more interested on the screen of their devices. Printing seems to have lost its relevance.

We created an experience that helped users to realize that printing is still the best solution.

Most of the HP printers have ePrint, the mobile printing technology that allows anyone to print from anywhere. All it takes is to send an email to the printer.

It seemed to be the perfect product feature to bring up printing relevance: create a helping network to print these posters.

With this integrated campaign, we have approached our target: HP printers owners. We also hit potential buyers.

This campaign allowed consumers to go further in their acknowledgement of this device's feature, and to unlock bigger potential to use the printer.

Results were spectacular:

? Direct impact in over 1MM HP customers that owned ePrint devices

? The platform was responsible for a 43% increase in visits to ePrint devices on the HP Online Store

? 234% Increase on ePrint registration on HP Print Center

? U$2,1MM in earned media

? Higher consumer perception of HP’s as head of technology in printing

? And what matters the most: thousands of people connected on a helping network searching for missing people.

We used an online video to impact users emotionally and generate awareness about missing people and the technology we were making available. It lead to an online platform in which users could browse to learn about this project, the ePrint technology, and register their printers on the helping social network.

This allows the Mães da Sé NGO to send posters directly to the printers based on their location whenever someone goes missing.

We have developed a web app that generates customized standard posters. They allow better viewing and save ink when printed.

The app also storages every poster, allowing the NGO to keep track of each case. This is something they just didn’t have before.