My Family ID is an identification smartphone app for parents, caregivers, and more to scan, save and share crucial information like biometric face scans and digital fingerprints in the event of a missing persons incident. KWSM developed brand messaging that focused on the epidemic of missing persons cases, and how parents, loved ones, and caregivers can arm themselves with the app to assist when the unthinkable happens. The messaging is used across the website and in outbound communications like email campaigns and social media.