Missing People, the only UK charity dedicated to supporting missing children and adults, and their loved ones, is aiming to challenge how audiences consume “true crime” stories of disappearance and loss with a bold new advertising and marketing campaign.
Created in collaboration with BBH London and Merman, the ‘Based on a True Story’ initiative uses black humour to expose the uncomfortable reality behind the genre’s popularity, and to reassert the humanity at its core.
Based on the insight that someone is reported missing in the UK every 90 seconds, nearly half of Brits are consuming true crime content daily, according to a study. Against this backdrop, Missing People argues that real cases risk being reduced to entertainment commodities, with stories shaped for clicks, streams, and ratings rather than sensitivity or truth.
At the centre of the work is a film directed by Merman’s Rachel Stubbings and executive produced by Sharon Horgan. Set inside a writers’ room, the film follows a group of producers, played by a cast including Paterson Joseph, Anna Crilly, and Rosie Cavaliero, as they dissect potential cases for the next hit true crime series.
They debate narrative arcs, pacing, and story marketability with clinical detachment. The tension builds through dark humour, until the reveal lands to share that every case they discuss is real. The effect is deliberately jarring, forcing viewers to confront the gap between entertainment and lived experience.
Rather than condemning the genre outright, the campaign reframes responsibility. Missing People has launched a Responsible Narratives Charter, encouraging creators to commit to more ethical storytelling that respects families and avoids harmful speculation.
The wider campaign extends the idea beyond film, with BBH creating a physical boxset titled ‘Top Five Cases You Won’t See On TV’, that was sent to influencers and media figures known for engaging with true crime content. But inside the boxset, there is nothing to emphasise that many missing persons cases are overlooked because they don’t fit the mould of a perfect story.
There will also be out-of-home executions, presenting case files marked up with flippant, producer-style notes that visualise how easily real lives can be reduced to “content”.
The work was developed in close collaboration with people who have lived experience of missing persons cases, grounding its satire in authenticity and ensuring the tone never loses sight of its subject.
Missing People chief executive Ross Miller said: “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.”
Merman co-founder and executive producer Sharon Horgan added: “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.”
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