Baby Back Home (Baobeihuijia.com), China's search group for missing children, helps families by publishing missing profiles on their website. Parents need to go through thousands of profiles to identify their children.
Unfortunately, the website of Baby Back Home was not as accessible and visited as intended, little success was achieved. Since the group did not have enough budget for advertising across the country, the public’s awareness was relatively low.
In a country as vast as China, the likelihood of finding the missing children is low. Years can pass without any news. This meant we needed a more visible and impactful solution for Baby Back Home. Since “missing children” were already a common social problem in China, people were no longer surprised by the situation and gradually became by-standers. We needed to give people a reason to get interested and help search the missing children from every corners in China, motivate them to become proactive doers from by-standers. We decided to subtly interfere with the daily habit – taking photos of everyday life and make it an act of charity by using a simple APP. We wanted to achieve maximum exposure for Baby Com Home and bring it to the public’s awareness