With over 1,600 active missing persons and cold cases in Australia, the Australian Federal Police needed a more innovative way to spread information and search for leads.

The ‘Missing Persons Pre-roll’ turned the unavoidable YouTube pre-roll into an engaging, geo-targeted missing persons banner.

A YouTube and Australian first, it was seen by over 1.2 million people in the first five days and generated 238 new leads on missing persons. Each pre-roll targeted an area in which a missing person was last seen, allowing the AFP to broaden their search reach and accuracy.