Mães da Sé Missing Children wanted to make an extra effort in the search for the missing children by the time of Children's Day (in Brazil, October 12th). However, they have a very low budget, almost none. So, they asked us to come up with a simple, low budget and yet powerful solution to help them.

For that, we took advantage of a fad during the month of the Children's Day in Brazil. Facebook users usually change their profile picture, replacing it by one of their childhood.

Our insight was: if they were going put a kid's photo on the profile, why not one that really needs to be seen?

So, we created perfildesaparecido.com. The website made pictures of many missing children available. People were invited to replace their profile picture with them. The image would also contain a call to action to help and the contacts of the organization.

In the first day, the website crashed due to the number of accesses, which totalled 500.000 in 4 days (from October 8th to October 12th, Children's Day).

About 300.000 people changed their profile pictures. Including the current most popular Brazilian comedian, one of the most followed web celebrities and one of the most important candidates for the Brazilian Presidency.

The initiative went to other social networks, like Instagram and Twitter. And more: it end up all over the news, on the major web portals and TV networks.

We took advantage of a fad during the month of the Children's Day in Brazil. Facebook users usually change their profile picture, replacing it by one of their childhood.

Our insight was: if they were going put a kid's photo on the profile, why not one that really needs to be seen?

So, we created perfildesaparecido.com. The website made pictures of many missing children available. People were invited to replace their profile picture with them. The image would also contain a call to action to help and the contacts of the organization.

In the first day, the website crashed due to the number of accesses, which totalled 500,000 in 4 days (from October 8th to October 12th, Children's Day).

About 300,000 people changed their profile pictures. Including the current most popular brazilian comedian, one of the most followed webcelebrity and one of the most important candidates for the Brazilian Presidency.

The initative went to other social networks, like Instagram and Twitter. And more: it end up all over the news, on the major web portals and TV networks.