BASED ON A TRUE STORY

missing people Based on a True Story true crime entertainnent. Changing the narrative of Contexts Missing People is a UK charity that does more than search for the 170,000 people who go missing each years it serves as a vital safety net, providing emotional support to the family and friends left behind. Insights 49% of people in the UK watch true crime every single day. We've become desensitized to the cases, seeing them as a form of entertainment, rather than someone's real life. Idea: Holding a mirror to society, by showing the harmful way people's lives are judged by their entertainment value. Execution: The Based on a True Story campaign subverts the true crime genre to dismantle our desensitisation towards disappearance. The centrepiece is a dark comedy set in a television writers' room, featuring executives callously dissecting "plot points" for their dramatic potential, only for a chilling reveal to confirm every case discussed was a real life tragedy. To ensure authenticity, every line of dialogue was based on real world commentary about these cases, and the cast featured real writers assembled by BAFTA winner Sharon Horgan. The film was supported by a box set of empty cases highlighting stories ignored by the media and OOH posters featuring real headlines, exposing the brutal ways Victims are judged. The campaign's impact was so significant it reached the highest levels of government, leading Prime Minister Sir Keir Starmer to back the Responsible Narratives Pledge. OrNDEMENDEST AdAge campaign @ cmvnessin URRY roastoves ACte wine FF @D ay xoneince @anrer SHOOT B] FON ites athe ‘Ads:World MEDIARRIEF @e01stoTz Davia Reviews foninli, avoir Bypilr —%% gis. SRP ey MATTER FAMOUS ie [News J CAMPAIGNS S2LADOUT EVeiigNens Responsible ResponsibleNarratives.org.uk A commitment for media, press and content creators to treat real-life cases with real respect. Backed by the UK Government "I wholeheartedly support the Missing People campaign to shine ™ a light on this important issue." Sir Keir Starmer, UK Prime Minister Ny In the first 2 weeks : i 3.7 billion 16> - media impressions major media figures pledged to treat : é real stories with real respect.