Face-Recognition App Lets You Identify Kids That Might be Missing

Matches photos to listings on a missing kids site to unite families in China

Published On
May 30, 2013

Editor's Pick

Finally, a more moving use for augmented reality. JWT China teamed up with missing children listings site Baby Back Home to help turn China’s 1.4 billion citizens into search volunteers. The problem: in China, 20,000 children go missing each year, kidnapped and sold into child prostitution, slave labor or turned out on the street as beggars. In a country the size of China, finding them is near impossible. To alleviate the issue, the agency put augmented reality statues in major cities in the country – when viewed via an app, the story of a missing child, and his or her parents’ pleas to help them could be heard. Even better, the app let people take photos of kids they might think were kidnapped. The app then used face recognition tech to compare it to the listings on the Baby Back Home site to identify a match.

According to the agency, two families were united in a week after launch. The app has been downloaded 20,000 times. 


May 31, 2013
Brand :
Baby Back Home
Client :
Baby Back Home
Agency :
JWT China
Executive Creative Director/Production :
Yang Yeo
Chief Creative Officer :
Polly Chu
Copywriter :
Nicky Zhang
Copywriter :
Tenten Ma
Copywriter :
Theresa Ong
Copywriter :
Nuo Li
Art Director :
Devin Zhao
Art Director :
Sheng Li
Art Director :
Dongsheng Yu
Art Director :
Jie Cao
Art Director :
Xiu Feng
Art Director :
Christine Klemmt
Producer :
Tetsu Bi
Digital :
Mankit Au Yeung

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