The UK charity Missing People is taking advantage of the Pokemon Go craze in a new campaign, via BBH London, that raises awareness for the missing by encouraging players to hunt for people as well as Pokemon.
In the hopes of catching the eyes of those wandering London's streets looking down at their phones, the campaign has seen posters of missing people places on the ground in the city's popular Pokemon hunting locations. The posters are shaped like a Pokeball, used to play the game, and include a picture of a person last seen in the area and information instructing people to call the charity.
The missing persons content is also being displayed on digital billboards around London's train stations.
According to Missing People, 250,000 people go missing in the UK every year, with the Metropolitan Police recording over 42,956 incidents of people going missing in London last year alone.