‘Missing’ person adverts reworded to help search

Missing person posters and adverts will be headed “help find”, not “missing”, in an effort to improve their impact.

The charity Missing People has asked behavioural scientists to find the best techniques to engage the public.

Posters will contain the “clear call to action” as well as less information, QR codes to encourage passers-by to spread the word on social media, and smiling images of missing individuals – as data show people are more likely to help if the person appears happy.

The adverts will go up on billboards in London today to mark International Missing Children’s Day.