A team of creative interns at BBH London has tapped into the Pokemon Go frenzy to raise awareness of missing people in a charity campaign.

The work was created by BBH Barn, the agency's creative placement scheme, for Missing People, an independent charity which searches for missing people on behalf of their friends and families, and provides specialized support to them. It consists of vinyl posters of missing people that borrow the look and feel of Pokemon balls to target gamers in the area the at-risk individual was last spotted, asking anyone with information to call the charity's free helpline.

The posters were placed on the floor to be most visible to Pokemon gamers looking down at their phones, and will also run in high visibility sights in popular Pokemon hotspots as well as transport hubs, including London's Waterloo station. Media has been donated by JCDecaux.

To determine the most relevant places in which to activate the campaign, BBH Barn cross-referenced locations where missing people were last spotted with popular Pokémon Go hotspots. The first of these took place at an organized Pokemon Go walk in London's Trafalgar Square, which attracted over four thousand attendees.