The official Cleveland Police Twitter and Facebook accounts will be emblazoned with the image of missing Scott Fletcher in a bid to capture more information on the third anniversary of his disappearance.
The force crest has been the profile picture on the accounts for the past four years.
But for the first time the social media profiles are being changed to show Scott’s face for three hours on Sunday May 11, the day police believe he went missing.
It is hoped that the impact of social media will help to bring vital clues or prick the conscience of anyone withholding information.
In December 2013, police revealed that Scott had some links to the criminal fraternity and that he was in some debt prior to his disappearance.
Hartlepool born and bred Scott was reported missing to police on May 18, 2011.
After following up numerous lines of enquiry, speaking with hundreds of people and visiting other areas of the country, officers still have no vital clues as to his whereabouts.
As they mark the second Father's Day since his disappearance, the family of Scott Fletcher are asking for help to find him.
Scott, who is father to five year old Lucie and stepfather to seven year old Bradley, was last seen on May 11 last year in the layby on the A181 at Wheatley Hill in Durham.
Cleveland, Durham and Cumbria Police have been involved in the search for the 28 year old from Hartlepool.
Shelley Marshall, Scott’s ex-partner, said: “Lucie is very confused and upset. She has been making Fathers’ Day cards at school and she can’t give her Daddy her card.”