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    Leo Burnett Tailor Made Creates Web Tool To Help Find Missing Persons

    By SHOOTUpdated:No Comments968 Views

    Thousands of websites use a captcha tool, a cognitive test used to block spam by telling computers and humans apart. Normally, distorted words and numbers are displayed to the Internet user as a way to confirm that he or she is not a robot and thus can proceed to gain access the website. What if, instead of meaningless words, it were possible to give it a social purpose?

    With optimizing this space in mind, Leo Burnett Tailor Made in São Paulo, Brazil, created the “Missing Captcha” for the NGO Mothers of Sé, which consists of replacing the random words with the names and dates of disappearance of missing persons. “The person’s photo appears along with the name and date of disappearance. We also created a shortcut for Internet users to send messages to the NGO should they have seen or have any information on that person in the picture,” explained Marcio Juniot, creative director for Leo Burnett Tailor Made.

    To the portals that would like to join the campaign can simply visit the website of the Missing Captcha and incorporate the code into their HTML, at no cost. The security tool will display pictures, names and dates of missing persons, giving families’ greater hope.

    The expectation is that the portals will mobilize to support the cause. After all, the more people who see these pictures and names, the greater the chances of these missing persons being found. According to Mothers of Sé, it is very difficult to give a precise figure on the number of people who go missing in the country every year, but estimates place the number close to 40,000 cases annually.

    Mothers of Sé is a non-profit organization incorporated in 1996 by Ivanise Esperidão da Silva. After her daughter went missing just 120 meters from her home, Ivanise, feeling helpless and disorientated, began meeting with other mothers on the steps of the Sé Cathedral (in downtown São Paulo) holding up signs with pictures of their missing children, in protest. Today Ivanise is the president of the association that is engaged in the search for missing children. They today tend to the family and friends of missing persons–regardless of age–throughout the country and also provide them with psychological assistance.
     

    Credits

    Client Mothers of Sé/Mães da Sé Agency Leo Burnett Tailor Made, São Paulo, Brazil Marcelo Reis, co-president and general creative director; Marcio Juniot, Pedro Utzeri, Marcelo Bruzzesi, creative directors; Vitor Menezes, Pedro Furtado, Fred Corazza, creatives; Celso Groba, Maria Fernanda Moura and Dudi Ciampolini Bourroul, producers; Christian Balzano, motion designer Digital Production Iwwa Digital Sound Production Casa da Arvore Pedro Penna, Fernando Ianni, audio producers.

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    The Best Work You May Never See: Rodrigo Garcia Saiz Directs “The HInVisible Celebrity” To Address Spain’s Stigma Over HIV

    Wednesday, December 25, 2024

    Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in this public service spot titled “The HInVisible Celebrity.”

    Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the PSA--directed by Rodrigo García Sáiz via Central Films Spain--addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?

    The central character, who dons a mask of television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV--due to fear of public rejection--this character realizes that such a role model could change that.

    The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this fall. Still, though, the figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible... Read More

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