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Turkcell, the leading mobile phone operator of Turkey, based in Istanbul in partnership with The Families of Missing Persons Association, and TBWA (the agency) launched The Unreachables campaign. After studying the case study we can say that it is arguably the most (and perhaps the first of its kind) brilliant piece of communication that uses a medium that is in the hand of millions of people so tactfully. How? By using the subscriber unreachable voice clip as a new medium!