The Missing Children Society (MCSC) is the only organization in Canada committed to the search and rescue of missing kids and they receive no government funding support. As a result, they have very limited financial resources for expansive search efforts. The first few hours are critical in the search for a missing child. Traditional media “amber alerts” were slow to respond and costly.
A person starts by donating their social network(s) to the Missing Children’s Society, allowing an amber alert message from authorities to be sent directly through to that person’s newsfeed. So when a child goes missing, an alert is instantly seen by everyone in that person’s community. The more newsfeed donations, the more communities seeing the missing child, and the greater chance of a sighting.
The Most World’s Most Valuable Social Network is currently projected to reach 70% of all Canadians when a missing child amber alert is sent out.