Missing But Unmissable – New Awareness Campaign Launched By Grey Australia

Missing But Unmissable – New Awareness Campaign Launched By Grey Australia

A campaign to make missing people unmissable has been launched by the Missing Persons Advocacy Network (MPAN). The campaign follows 2016’s Too short stories campaign, and features a reimagining of traditional missing persons’ posters into vibrant stories and images that reflect the person that family and friends know.

With over 38,000 Australians reported missing every year, and many remaining missing long term, The Unmissables aims to get Australia’s best storytellers and artists to highlight these important untold stories. The campaign aims to match artists and authors with the family of a long term missing person, to create a piece of art that highlights the missing person as an individual – beyond their vital statistics.

Loren O’Keeffe, founder and director of MPAN said “The Unmissables is very important work that I’m immensely proud of. It’s the perfect vehicle to make these often forgotten faces, unmissable.”

Acclaimed author Benjamin Law and Melbourne street artist Heesco were paired with the parents of missing Burwood East man, Tej Chitnis. The launch of this campaign, with a public mural for Tej at the Queen Victoria Market, marks the first anniversary of his disappearance.

The campaign’s focal point is an online hub developed in partnership with WPP partner, The White Agency – theunmissables.com.au – which features a stunning series of reimagined missing persons posters, where cold statistics are replaced with stories, and grainy photographs are replaced with works of art. The campaign calls for new contributors to donate their talents and a ‘call for walls’ request for gallery or building owners to donate their walls to feature the artworks.

Claudia McInerney, Managing Director, Grey Melbourne said “This next campaign for MPAN is the culmination of a lot of dedicated people pouring all their talents and efforts into a worthy cause that’s underpinned by a fantastic creative idea. We’re proud to have played a part in helping Loren raise awareness of these long term missing Australians on behalf of the families that are so deeply affected.”

Anthony Moss, Executive Creative Director, Grey Melbourne said “Collaborating with other creative communities on a project so important, has been a pleasure and a real labour of love. And while usually we want campaign results to feature in the millions, just one new lead that comes as a result of this work will make it all worthwhile.”

Grey Group Australia is part of WPP AUNZ, Australasia’s leading marketing content and communications group.


Associate Creative Director / Writer – Sally Richmond

Associate Creative Director / Art Director – Lauren Doolan

Executive Creative Director, Melbourne – Anthony Moss

Chief Creative Officer – Michael Knox

Managing Director, Melbourne – Claudia McInerney

National Planning Director – Danish Chan

Account Director – Catherine David

Account Manager – Casey Nguyen

Agency Producer – Katie Wellbelove

Editor – Leigh Cooke, Glass Case Productions

Digital Producer – Nicolas Brosse, Matt Knight

Digital Developer – Jono Casley, Simon Codrington

Designer – Renee Luri

Social and Digital Manager – Belle Thompson

Director/DOP – Max Walter

MPAN Founder and Director – Loren O’Keefe

Artists & Authors – please see www.theunmissables.com.au for the talented individuals who have contributed to this campaign

Photo Caption: (LtoR) Loren O’Keeffe, Tej Chitnis’ parents, Jayant and Reva and artist Heesco at Tej’s mural

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Clemenger BBDO Sydney Grey Australia Unmissable

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