BBH London backs Missing People with bold campaign

BBH London has partnered with charity Missing People and production company Merman to launch a campaign addressing the growing commodification of real-life tragedy in entertainment.

The initiative challenges how true crime content is consumed, positioning the issue as one of responsibility and respect for those directly affected by missing persons cases.

Campaign questions true crime culture

At the centre of the work is a film directed by Rachel Stubbings and executive produced by Sharon Horgan. Set in a writers’ room, the film follows a group of creatives discussing potential cases for a true crime series, focusing on narrative appeal and marketability.

The narrative reveals that each case discussed is real, highlighting the gap between entertainment formats and the lived experiences of families. The film aims to prompt reflection on how such stories are framed and consumed.

Charter promotes responsible storytelling

Alongside the film, Missing People has introduced the Responsible Narratives Charter, encouraging content creators to adopt more considered approaches when telling stories involving real individuals.

The campaign draws attention to broader trends in media consumption, where true crime content continues to attract large audiences, raising questions about the balance between engagement and sensitivity.

Experiential element reinforces message

Beyond the film, BBH London developed an activation targeting influencers and media. Recipients were sent a boxset titled Top Five Cases You Won’t See On TV. On opening, the box contained no content, reinforcing the idea that many cases remain overlooked due to a focus on narratives deemed more compelling for entertainment.

The campaign also includes out-of-home placements designed to resemble case files, annotated with detached commentary to mirror how stories are sometimes treated within the industry.

Focus on lived experience

The work was developed in collaboration with individuals with direct experience of missing persons cases, aiming to ensure accuracy and sensitivity in execution.

Ross Miller, CEO, Missing People: "Every missing person deserves the attention they need in order to help them to find safety. But it has to be the right kind. The vast majority of the public and the media are supportive and want to help. However, when speculation becomes intrusive or personal, this can add significant pressure to families at a time when they are already going through the toughest moment of their lives. In some situations, the stigma can also make it harder for a missing person to want to reach out."

Felipe Serradourada Guimaraes, Executive Creative Director at BBH: "A huge part of wanting to be in this industry is the ability to make an impact, even if small. This is such an amazing charity and being able to create a campaign to raise awareness for them is an absolute pleasure. I love the work but it means a lot when it can make a difference."

Sharon Horgan, Executive Producer at Merman: "Working with BBH and Missing People to spotlight how we sometimes consume true crime in such a voracious, disconnected way really resonated with me. The writers' room - where I've spent a lot of time over the years - felt like a very effective setting for exploring how easily human tragedies can be treated as disposable entertainment, forgetting that there are real people and real victims behind these stories. I really hope the film resonates and creates a meaningful impact. It was incredibly affecting to hear these families' stories directly and to collaborate with director and writer Rachel Stubbings again, alongside the brilliant creative team at BBH, to bring such a sharp and bold script to life."

www.missingpeople.org.uk

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