When a child is lost the world takes notice. We all do what we can because we know that child is important. But what are we doing for the children lost in plain sight? Children lost to homelessness, poverty and neglect?

‘LOST’, a 60-second TV commercial for children’s charity, Barnardos, appealed to the Irish public to treat these children with the same urgency and importance by enabling them to experience the terror of losing a child first-hand.

The viewer assumes the role of a parent who has lost their child, Ciara, in a train station. Ciara’s mother guides the viewer through the POV experience and while on that journey they uncover the lost children we all ignore.

The film demonstrates to the viewer that we’ll work hard to help one lost child, and asks them to do the same for all the ‘LOST’ children of Ireland, by supporting Barnardos’ work.