An Abducted Child is Everyone's Child

We have all experienced the outrage that accompanies hearing about a child that has been abducted.  We want to do something to help rescue that child!  Our new Wireless AMBER Alert PSA campaign is about a new and important tool -- an extension of the broadcast and highway sign AMBER Alert program -- that allows people to do just that.

The campaign launched yesterday with the National Center for Missing & Exploited Children, The Wireless Foundation and the U.S. Department of Justice to inspire cell phone users and other wireless subscribers to register to receive text message alerts about abducted children in their area.

Statistics show that when a child is abducted, the first three hours are most critical to recovery efforts. Since its creation, the AMBER Alert program has helped reunite more than 260 children with their families. The program's success is based on turning every citizen into an extension of the law enforcement team looking for the child. 

The goal of this new campaign is to encourage all wireless subscribers to visit www.wirelessamberalerts.org and generate one million new sign-ups in 2006.  And with the successful launch that resulted in coverage in USA Today and 30 TV interviews including CNN and NBC, we're off to a great start. 

The wonderful creative was produced pro bono by New York ad agency Merkley + Partners.  The research leading up to the creative uncovered compelling insights -- "An abducted child is everyone's child."