Wireless AMBER Alerts Ad Council Awareness Campaign

The Wireless AMBER Alerts initiative seeks to improve the ability of the public safety community and law enforcement agencies to accomplish secondary distribution of AMBER Alerts to consumers. The Wireless AMBER Alerts initiative supplements primary distribution methods by delivering AMBER Alerts that have been received and authenticated by the National Center for Missing & Exploited Children as text messages to wireless subscribers' wireless devices. The goal of the Ad Council campaign is to raise awareness among the nation's 240 million wireless subscribers that they can take action to help when a child is abducted in their community by registering to receive AMBER Alerts as free text messages on their wireless devices. The PSA campaign's short-term objectives are to create, distribute and gain placement in media. Long term goals are to add over 500,000 wireless subscribers, who can become crucial eyes and ears in the search for an abducted child, to increase the number and timeliness of successful child recoveries and reduce the number of child abductions that occur, as potential abductors realize how quickly information about their crime can be disseminated. NCA/NCF