Invisible Friends

To generate community engagement in missing persons' cases, Facebook profiles were created for long term missing persons that utilise Facebook’s inbuilt facial recognition to search for them. For the public to be a part of the search, they simply had to become a friend. If a missing person is detected in a photo or video on the network, the profile automatically receives a notification and MPAN can investigate. The campaign reached 2/3 of all Australians, was covered in over 30 countries, and led to MPAN’s most successful year ever with a host of new funding opportunities for 2019.