National Child Safety Council is perhaps best known for its efforts to address the nationwide tragedy of missing and abducted children. It was discovered that in most incidents of abduction, the children were being taken out of state, and oftentimes across the country. In December of 1984, NCSC initiated the first nationally coordinated Missing Children Milk Carton Program, which within weeks, was implemented by over 700 independent dairies across the nation through the cooperation of milk carton manufacturers, including:milk_cartons_sm

  • Potlatch
  • International
  • Paper
  • Westvaco
  • Champion
  • Weyerhauser
Photographs and biographies were placed on millions of milk carton side panels, bringing the faces of abducted children and the reality of this national disaster directly to countless Americans and individuals worldwide.

As with all NCSC Programs, all the layouts and camera-ready artwork are supplied by the Council without charge of any kind to carton manufacturers thus, allowing photographs and biographies to be placed on hundreds of millions of milk carton side panels, bringing the faces of abducted children and the reality of this national disaster directly to countless Americans.

Hundreds of national, regional, and local businesses, too numerous to mention individually, joined the program by donating space on packaging or printing informational flyers, posters, and other handouts to help our missing children efforts.

   Missing Children National Programs & Services

spupcartons_smAs a preventive measure, Safetypup® is featured with safety messages to help educate youngsters and combat child abduction. As of a few years ago, these messages were still being printed on half-pint milk cartons which are delivered by the millions to school lunchrooms every day. Many teachers and their students have made a project of cutting out the specially designed safety tips from the cartons and keeping them in a scrapbook as a constant refresher course in prevention and safety education.
We are proud to say that news items and stories have reported that preventive tips are very effective, as stories of children eluding would-be abductors have surfaced.
Although the actual number of cartons distributed is not known, Potlatch, when asked, analyzed just two of their accounts for a one month period and estimated that during this time span those two accounts had distributed millions of cartons to the schools they service.

grocery_bags2_smAfter realizing the success of the missing children photos and Safetypup® Prevention Tips on the milk cartons, in January of 1985, National Child Safety Council joined forces with grocery bag manufacturers as a means of circulating photos of missing children as well as Safetypup® child safety messages.

They were distributed to the public by the billions by various paper and plastic bag manufacturers, including the 4 largest in the United States.

Various layouts were provided by NCSC that included Safetypup® and his preventive tips that were targeted toward parents and their children. Feedback from the public reported that the bag panels were cut out and kept to develop thorough reference listings as new photos and biographies were printed.

Missing children's pictures and Safetypup®'s safety messages were introduced by the 4 largest grocery bag manufacturers and others, including:

  • Duro Paper Bag Manufacturing Company
  • Westvaco - Bag Division
  • Union Camp Corporation
  • WalMart
  • Harlem Paper Product Corporation
  • Twin County Corporation (which distributes to Foodtown, D'Agoonstino, & more)

misschildimage13As NCSC became successful in publicizing missing children and safety tips on milk cartons, paper bags, plastic bags, flyers, and posters, it soon caught the attention of telephone directory companies.

Soon many telephone directory companies became concerned about child safety as well, and wanted to participate in the program. Many requested layouts of prevention tips and pictures of Safetypup® to educate children about the safety rules they need to know to prevent an abduction from happening.

Many chose to place their layouts in the advertisement sections of their publications.


misschildimage12NCSC spearheaded another ongoing nationwide abducted children effort, the National Child Watch Campaign®, which is a cooperative program coordinated by NCSC and supported by the American Gas Association (AGA) involving approximately 140 gas, electric, and telephone utilities around the country.

misschildimage1120copyNCSC supplied participating utilities with photographs and biographical information on children listed in the Abducted Children Directory®, along with preventive safety tips which are used as "stuffers" in millions of monthly bills, newsletters, and posters. Many companies had listings on the sides of their service vehicles to increase awareness.


HSN logoABring Them Home America Program public service campaign, Bring Them Home America®, was sponsored by Home Shopping Club (HSC®), a wholly owned subsidiary of Home Shopping Network, to benefit missing children.

HSC® provided a program free-of-charge, featuring 120 biographies of missing children, Safetypup® public service announcements, and safety tips. The 30- and 60-minute programs were distributed to over 245 local cable systems and over 35 million households across the country.

The purpose of this campaign was to help locate America's missing children and reunite them with their families.

Bring Them Home America LogoBring Them Home America® was first showcased on Home Shopping Club in 1991 on Christmas Day. The program was aired all day in lieu of regularly scheduled programming and continued for several years, gaining momentum and popularity.

The program was a finalist for the 1994 Golden Cable ACE Award, the cable industry's most prestigious honor for special programming.


compuserve2The combined efforts of NCSC, CompuServe, and Quick Pictures Forum made it possible for law enforcement departments throughout the world to easily access a database, the first of its kind, containing the portraits and descriptions of abducted children.


In 1984, NCSC introduced the new International Abducted Children Directory® containing the first comprehensive free-of-charge listing of abducted children. It was delivered to all police and sheriff departments, state police headquarters, and FBI offices; all governors and attorneys general nationwide; and to the U.S. Department of Juvenile Justice and Delinquency Prevention.


missing children directory smIn 1985, The Missing Children Directory® was distributed to principals of public and private schools in the U.S.

This cooperative venture between NCSC and QSP, a subsidiary of the Reader's Digest Association, Inc., involved virtually every school district in the U.S. In support of the effort, NCSC operated a 24-hour-a-day 800 hotline, through which dedicated and fully trained professional specialists received missing children sighting reports.


life tag smNCSC also developed the patented LIFE TAG® emergency medical information microfilm viewer, which is a small pendant that hangs on a necklace or keychain worn or carried by children, the elderly, and the handicapped. LIFE TAG® supplied instant medical and identification information to rescue personnel in the event of an accident, injury, sudden illness, or other emergency.


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