In China, every year around 20,000 children go missing, and are sold into child prostitution, slave labour or are forced to beg. However, living in a country with over 1.4 billion population, the helpless parents and guardians have started losing hope of seeing their children again, any time soon.
Finally, the pleas of these distressed parents and guardians were heard when government along with JWT aimed to help reunite parents with their missing children.
In order to make this campaign work, a number of statues portraying a couple, with an empty space of a child between them were placed in all the major cities in China. The campaign also launched a smartphone application, that allowed users to look through the phone camera to see an image of missing child in place of the hollow spot. Also, the application allowed its users to take pictures of children on streets that they thought could have been missing. Through high quality face recognition technology, the application compared the picture to hundreds of missing children pictures in its database.
As a result, two success stories were heard in just the first week, while over 20,000 volunteers joined in for the noble cause.
Watch the video to know more about this amazing campaign.
