whiteGREY Melbourne launches modern-day milk cartons to reignite the search for missing people


ALL_1_small.jpgTwenty of Melbourne’s top cafes will serve takeaway coffees in biodegradable cups featuring the portraits of six missing Australians for MPAN (Missing Persons Advocacy Network) this National Missing Persons Week (5 – 11 August) via whiteGREY Melbourne.


In addition to the hand-held missing persons posters and cafe exposure, the campaign has driven high awareness for MPAN and the issue of the long-term missing, gaining widespread exposure on TV news channels, The Age, Broadsheet and across social platforms.


Created to raise awareness of the 38,000 Australians who go missing each year, “The Unmissable campaign replaces stark, grainy missing persons photos with human reflections and stories”, says MPAN CEO, Loren O’Keeffe.

ALL_Naz front_small.jpgSays Sally Richmond, associate creative director, whiteGREY: “A collaboration between families, artists and writers, each heartfelt portrait goes way beyond the vital statistics to create a picture of the person behind them. With this campaign we continue to re-imagine traditional missing person’s posters.”Owen.jpg

Says Emily White, manager of Richmond’s Pillar of Salt Café: “MPAN is a tiny charity supporting the families and friends of missing people, many of whom are searching for their loved ones through the worst kind of grief, ambiguous loss. It’s a unique type of trauma I have personal experience with. We need to raise the profile of this issue. What better way to reach Melburnians than through their daily coffee and art?”Naz.jpg

MPAN, CEO & Founder: Loren O’Keefe

Unmissables Writers: Jo Abi, Lili Wilkinson, Belinda Smart, David Halliday, J.C.Burke, Paul Bugeja

Unmissables Artists: Diego Patiño, Kate Banazi, Janine Wareham, James Fosdike, Aaron Tyler, Allan Wrath

Agency: whiteGREY Melbourne

Executive Creative Director: Anthony Moss

Associate Creative Director: Sally Richmond

Associate Creative Director: Lauren Doolan

Design Director: Renee Luri

Designer: Lauren Bowen

Managing Director: Claudia McInerney

Project Manager: Holly Ryan