Maes da Se: Missing Owner

The NGO Maes da Se helps find missing people and gives support to their families. But the hard part is making everyone stop and try to recognize the missing. Normal flyers and the usual pictures printed behind milk boxes have become landscape and are not effective anymore.NBS /Dentsu Aegis left 15 wallets on the floor of the 15 most populated areas of Sao Paulo. Everyone that picked them up was challenged to take a card, share a picture of it in social media and throw the wallet back on the floor.

The Missing Owner became news on the two biggests TV stations and on the two biggests newspapers in Brazil. It was shared throughout websites and social media and, most importantly, Mães da Sé’s message was heard: hope can never go missing.