Facebook Profile Pictures as Digital Milk Carton Missing Ad

Whether it’s changing it to a cartoon character or a close-up of their beloved pets, people like to play around with their Facebook profile pictures.

But Mães da Sé, an organization in Brazil that helps search for missing children, decided to make people’s profile picture choices into something more purposeful.

In Brazil, Children’s Day (Oct. 12) is a widely celebrated holiday. Leading up to Children’s Day, many Brazilians change their Facebook profile pictures to pictures of themselves as children. Mães da Sé — with the help of Sao Paolo-based agency AGE Isobar — took advantage of the holiday by encouraging people to instead change their profile pictures to those of missing children to help raise awareness and boost search efforts.

Mães da Sé made missing children’s’ pictures, which include information about the children, available for download at www.perfildesaparacido.com. According to the agency, during the first few days of the campaign, visits to the picture download site reached 500,000 with 300,000 people ultimately changing their profile pictures to that of a missing child. Thousands of people also shared the site on social networks.

While this isn’t the first time a Facebook profile image has been used as a tool for showing support for a social cause — last spring Facebook was overrun with individuals and brands swapping in red equal signs as profile pictures in support of marriage equality — it is a good example of effectively using Facebook images to raise awareness for an important cause.


Image via Tutt Library Colorado College


More in Marketing

What TikTok’s e-commerce launch could mean for marketers and content creators

TikTok has officially launched its new e-commerce platform, TikTok Shop, earlier this month on August 1. Using the new e-commerce platform, brands and creators can sell products directly on the platform, potentially creating new revenue streams, and tap into the short-form video platform’s growing popularity.

‘The influencer industry can be really vile’: Confessions of an influencer marketer on the industry’s unfair hiring practices

While the influencer industry might sound exciting and like it’s full of opportunities, one marketer can vouch for the horrific scenarios that still take place behind the scenes.

Digiday+ Research: Marketers said revenue grew in the last year, with more growth expected ahead

After a tumultuous 12 months, marketers are getting a clear picture of how they really did during a time of true uncertainty. And, as it turns out, it wasn’t all that bad.