SafeCall
Creating a brand that represents a vital service for Missing People
Behind these figures, over a third are young people feeling lost, forced from home or escaping harm.
Missing People is the UK’s only charity dedicated to supporting missing children, adults, and their loved ones. Widely known for coordinating police, media and the public when someone goes missing, their work goes beyond just crisis response to include prevention and ongoing support.
Committed to strengthen support for those under 25 who have left or are considering leaving home or care, or who are trapped by exploitation, Missing People partnered with Lippincott to rethink how they reach young people in moments of crisis.
To connect with this audience, the brand needed real authenticity, so we collaborated with Missing People’s young advisory team—young people with lived experience of being missing—to co-create a brand that speaks their language and meets their needs.
SafeCall’s purpose is to be “In Your Corner.” It speaks as a grounded ally—a trusted adult offering support and guidance when young people need it the most. The logo symbolizes a two-way conversation, reflecting both outreach and response. The name itself is a powerful call to action, embodying the ultimate goal of safety.
Visually, SafeCall is designed to be instantly recognizable and inspire trust at first sight. Core brand elements are timeless, while photography and graphics can flex to stay relevant to young people over time.
SafeCall was introduced to the world in November 2025, through a partnership with The Independent for their annual Christmas fundraising campaign. This early support and engagement will empower SafeCall to fulfil its mission: helping young people take the first important step towards something better.
The full public launch of SafeCall is being planned for early 2026.
“We would not be at this stage of the project without the support of Lippincott. Throughout the process, the feedback from young people and our internal teams has been that Lippincott ‘really get it’. We can never thank them enough for their pro bono support and using their expertise to aid our cause.”
