‘The Missing Review’ – Using Google and Yelp Reviews to Help Locate Missing Children

“Millions of people are looking for all kinds of things, and we get in there so that they, too, can help us look for a missing child.”

“The Missing Review” is a new and interactive ad campaign that creatively use reviews on Google and Yelp, where, according to the campaign, 88% of internet users search for recommendations and ratings.

It aims to strategically add information about missing children to five-star reviews for establishments located in the vicinity of where the missing children were last seen in hopes of spreading the word in the local community, prompting a broader search of their whereabouts and, ultimately, improving their chances of returning home.

“We’re taking advantage of the digital landscape to reach a wide audience and get communities across the U.S. involved in this critical effort — to find our missing children and bring them back quickly and safely into the arms of their loved ones,” said Karina Pavone, President and CEO of Amigos For Kids.


“Republica Havas’ novel use of digital platforms has quickly proven a more dynamic and engaging approach than traditional awareness methods such as billboards and posters. Business owners have already started to recognize and support the campaign, and their participation further underlines its impact and reach.”

For the launch, the campaign is focused on the five states with the highest rate of missing children cases: Florida, California, Texas, Ohio, and New York. To date, it has generated thousands of views and more than 10 million impressions over the past two weeks.

“The truth is, I couldn’t be happier with this campaign, but of course not about the sad reality that prompted it,” said Tony Waissmann, Chief Creative Officer at Republica Havas.


“Ideas like the one for ‘The Missing Review’ are such that when they arise, you first have to wonder if it is even possible to do something like that. In fact, we had to do it twice because the first time, both platforms took us down on the same day. But the important thing is to continue looking for a way and, on the second attempt, we achieved it and surpassed wide expectations. What happened was enormous, and we were able to use a medium in a way for which it was never intended, which was one of the great successes of the campaign.

“Being in a space where millions of people are already in search mode and putting the missing children there at the same time, I think, was the key. Millions of people are looking for all kinds of things, and we get in there so that they, too, can help us look for a missing child. This is where everything worked, as you can see in the campaign.”

Founded in 1991, Amigos For Kids is a 501 nonprofit corporation dedicated to preventing child abuse and neglect by valuing children, strengthening families and educating communities.

“Our creative teams have developed a truly unique and interactive campaign that has quickly proven to be hugely successful and poised for expansion. So far, we’ve garnered strong engagement, inspiring an overwhelmingly positive response and exceeding all participation expectations,” said Jorge A. Plasencia, Co-Founder, Chairman and CEO of Republica Havas.

“Since launching our agency 17 years ago, we’ve proudly partnered with Amigos For Kids. We continue to support their cause and share in their mission to support and strengthen families.”


CEO: Jorge A. Plasencia
President: Luis Casamayor
General Manager: Anthony Bianco
CCO: Tony Waissmann
Creative Director: Ali Daniel Armas
ACD – Copy Writing: Ivan Henao
Art Directors: Ali Daniel Armas – Maria Beatriz Bolboa
CSO: Catarina Gonçalves
Business Affairs Manager: Ashley Plasencia
Director, Creative Services: Jessica Corvison
Language Team: Laura Pachter, Mary Ponchio, Diane Medina
Communications: Cecile Corral
Graphic Designers: Adrian Estrada, Jonathan Zapata, George Guzman
Account Director: Anna del Rio Chong
Media VP: Jose Bello
PR: Anna Del Rio Chong
Digital Operations Director: Abraham Zarran
Senior Web Developer: Asley Arbolaez Malboa
Digital Company: MDS Digital
Creative technologist: Lucas Cardona
Data entry: Camila Londoño
Lead Technical Director: Fernando Torres
Production House: EL LIVING LLC
General Producer: Eduardo Vieira.
Director: Arturo Vazquez
Edition and Animation: Jose Angel Ramirez.
DP: Ramón Castro, José Manuel Romero, Oliver Krisch, Carlos Rafael Suarez.
Camera Operator: Eddy Alvarez.
Sound Production: Twins Music
Sound Director: Jerónimo González Montalvo
Master & Sound Effect: Tom Huergo
Music Advisor: Maxi Scott
Client: Karina Pavone


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