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Charity adds emotion to missing person posters with NFC

A poster campaign for British charity Missing People uses NFC tags to enable users to listen to a recording of a phone call made to the charity in order to “create an immediate emotional response to the advertisement and help the charity demonstrate what it’s like for those who don’t know how to make that first call.”

Missing People's smart poster

SMART POSTER: Hear the call by touching an NFC phone to the ad. Click to enlarge.

UK charity Missing People has launched a poster campaign that makes use of NFC tags to help potential donors understand the work it does and encourage missing young people to make use of its service.

“NFC has enabled us to use technology to create an immediate emotional response to the advertisement and help the charity demonstrate what it’s like for those who don’t know how to make that first call”, says Phil Daniel, sales director of out-of-home media owner Admedia.

“The campaign forms part of the charity’s wider launch of a new free helpline and website, to help the thousands of children who go missing every year,” Near Field Solutions’ Glenn Needham explains.

The campaign was created by advertising agency BBH and delivered by Admedia, Near Field Solutions and Studio Bonito and aims to raise awareness of the charity by demonstrating the support that Missing People offers to those who are missing and their families.

The design features an exploited young boy who is struggling to make the call home to let his family know he is safe. He’s chosen to call the new Missing People helpline to ask them to get a message to his family.

“The interactive poster means consumers can hear the call themselves simply by scanning their NFC phone over the NFC logo which will connect them straight to the call within a few seconds,” Near Field Solutions explains.

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