New application to fight children’s kidnappings in China
Every year in China, more than 20,000 children disappear, often kidnapped. These children are then devoted to prostitution, begging, slavery or simply abandoned far from their family home. Lost in the midst of more than 1.4 billion Chinese, the parents of kidnapping victims never recover their child. A great useful application offers a tracking system, where everyone can contribute to the reunion of families.
Baby Back Home in theory
The Baby Back Home application is a Chinese application which actively fights against kidnappings of children. To increase its visibility on the entire Chinese territory, the application uses the American advertising agency JWT. The agency has developed a creative and unique concept to educate Chinese to this cause. The principle? Chinese are interconnected and often addicted to their smartphones, so the JWT agency chose to use augmented reality to find abducted children.
Baby Back Home in practice
A crying statue of realism was designed by JWT agency. This white sculpture depicts a couple of desperate parents who just learn that their child is missing. To raise a maximum of Chinese, facial expressions of this lifelike statue transcribe the pain and sorrow to perfection. Besides, thanks to an optical effect, people can imagine a child between his both parents.
Then, this sculpture was placed in various public places in China, but always where families often visit. For the statue to be meaningful, it must scan with Smartphone app Baby Back Home. A few seconds later, one sees a child between two parents. These children rasterized scanning their face thanks to augmented reality are truly missing children.
Thus, when a person will feel to recognize a child kidnapped at a street corner or begging, he can take a photo and upload it to the application of Baby Back Home. If the photo match to one of the missing stored in the database of the association children’s faces, it is sent directly to the child’s parents.
In just one week, two abducted children were returned to their families and the application has already been downloaded more than 20,000 times. This represents more than 20,000 volunteers to help researchers find abducted children.
Find other campaings in China here.