VML adds a little bit of agency to the mindless act of clicking "skip" on a YouTube pre-roll ad with this activation in collaboration with the Australian police. To spread awareness about Missing Persons in the country, the agency bought pre-roll space that transformed the usual "Skip" button into "Yes I have (seen)" and "No I haven't (seen)," so people were forced to think a little before they clicked. The ads used geo-location targeting to show persons that were missing near you. The ads got 1.2 million views over five days. And, best of all, 238 people clicked "Yes."
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