MPAN: Invisible Friends

A world-first campaign via whiteGREY, harnesses the power of Facebook's new facial recognition and auto tagging technology in the search for missing people for the Missing Persons Advocacy Network (MPAN). Invisible Friends features a selection of Facebook profiles of missing persons, supported by a push to get as many Facebook users around the world to befriend these profiles. The initiative searches the backgrounds of each photo and video posted by the friends of each Invisible Friends profile, in the hopes of identifying and locating these missing people. With around 500 million photos and videos posted to Facebook every day, if even one of the faces matches, the Facebook algorithm will then auto tag the profile and notify MPAN of the missing loved one being identified in the image.