Missing Children Society of Canada Missing Children Society of Canada

National Law Enforcement Officially Endorses Missing Children Society of Canada’s New Search Program

Missing Children Society of Canada (MCSC)’s new Search program, dubbed ‘Milk Carton 2.0’ – a game-changing virtual search party that grows the reach of urgent child search alerts – has the official endorsement from the Canadian Association of Chiefs of Police (CACP).

The CACP Board of Directors enthusiastically supports MCSC and the unique solution the Search program offers to law enforcement in missing children cases. Engaging individuals, corporate Canada and the media in such an innovative approach will enable rapid deployment of resources to assist law enforcement to expand their efforts as required. The CACP actively encourages policing leadership to evaluate and consider the Search program within their respective jurisdictions – a significant step in the right direction as Canadian municipalities work to implement proactive and collaborative solutions to find missing children.

“Keeping our children safe is a goal shared by every police officer in this country. Working with the Missing Children Society of Canada brings us closer to achieving that goal. We owe our children nothing less,” says Vancouver Police Chief Constable Jim Chu, President of CACP.

“The ability for the police to work with the Missing Children Society to push out this information to people in the community is critical to maximizing the likelihood that that child is going to be located before something bad happens,” adds Calgary Police Service Chief Rick Hanson.

The Search program is an emergency response network comprised of three distinct channels of engagement:

  • MCSC’s partnership with Marketwired allows Critical Child Search Alerts to be instantly sent to thousands of media outlets across the country, harnessing the reach of traditional and digital media.
  • The World’s Most Valuable Social Network, Created by Grey Canada, allows MCSC to notify users who have donated their feeds, via Facebook and Twitter, of missing children in their area, effectively creating the world’s first online search party.
  • CodeSearch is a rapid response app-based communications and technology platform that engages corporate partners, their employees and resources, through geo-targeted push notifications and real-time news feeds. This first-of-its-kind platform was developed by Calgary-based Strut Creative.

“There is no other organization running a program like ours with this technology and the ability to connect, in real-time, law enforcement with millions of well-placed Canadians as soon as a child goes missing,” says Amanda Pick, Executive Director of the Missing Children Society of Canada. “We are honoured that the police chiefs across the country see the value and potential of our program.”

May is Missing Children’s month and May 25, 2014 is International Missing Children’s Day. There are over 41,000 children reported missing in Canada every year. While most of these cases are quickly resolved, many children remain missing.

“We are taking away time and anonymity, exactly what child abductors require. The legacy of this Search program will be changing the way we stop child abductions in Canada,” says Pick.

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