Twenty 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.
Says 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.”
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?”
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