Case Study: Missing People drives national awareness and action with Bartle Bogle Hegarty

Missing People

The customer, Missing People, a UK charity supporting missing individuals and their families, faced the challenge of public indifference despite widespread interest in true crime stories. They partnered with the vendor Bartle Bogle Hegarty to create an advertising campaign that would raise awareness and drive support for their cause.

Bartle Bogle Hegarty's solution was to launch a campaign titled "Based on a True Story," which mimicked the style of a true crime drama to critique the genre and highlight the charity's work. This approach generated 3.7 billion media impressions, significantly increased website traffic by 18%, and led to government-level endorsements of a charter to change how missing persons stories are told.

Missing People