On May 25, 2006, National Missing Children’s Day, The Advertising
Council launched a national, multi-media public service announcement
(PSA) campaign designed to raise awareness of The Wireless Foundation’s
Wireless AMBER Alerts program and to encourage all wireless subscribers
to aid in the search for abducted children. Radio, outdoor, interactive
and television PSAs were created.
In May of 2008 program partners; The Ad Council, The
Wireless Foundation, the National Center for Missing & Exploited
Children, and the U.S. Department of Justice announced
the addition of www.wirelessamberalerts.org En
Espanol. This online PSA campaign encouraged Hispanic
adults to sign up for Wireless AMBER Alerts by providing
a Spanish version of www.wirelessamberalerts.org.
During the Ad Council campaign, the Wireless AMBER
Alerts program received an estimated $153 million in
donated media support. The work that The Ad Council
developed unquestionably helped raise awareness around
the issue of abducted children and for that The Wireless
Foundation and all of the program’s partners
are very grateful. The partnership between The Ad Council
and The Wireless Foundation ended in May 2009.