Law enforcement officials in Ontario, Canada, received an angry and threatening message after an AMBER Alert was issued for a missing 11-year-old. The child was found safe, but an expletive-filled message was sent to the Niagara Police Department’s social media inbox which took issue with the 4 a.m. alert. The department also received many messages of support in response to those who were angered by being awakened from the alert.
A woman wearing a nurse's uniform walked into a hospital in Trois-Rivières, Quebec on May 26, 2014, and left with a baby who was born 16 hours earlier. The woman was not the mother of little Victoria McMahon and she drove away with the newborn in a red car with a sign that said "Baby on Board."
The hospital's security guards found a picture of the woman and staff members and patients provided details to municipal police about the suspect and her vehicle. Quebec AMBER Alert Coordinator Jean-Charles Benoit was contacted and he quickly determined the situation met the criteria for an AMBER Alert.
Quebec Provincial Police Sergeant Martine Asselin was at home when she got the call that an AMBER Alert was about to be issued. Asselin is the public information officer for her agency and she knew she needed to be ready to answer questions for the media. "The biggest challenge is to get the alert out as quickly as possible," said Asselin. "We have to be fast but the information has to be good."
This was the 10th AMBER Alert issued by the Quebec Provincial Police and every child from previous alerts had been recovered safely. Flyers with information about the latest alert went out to law enforcement, media, social media, transportation and other AMBER Alert partners.
"You have to be ready before it happens," said Asselin. "You have to have a protocol so everyone knows what to do."
They were trained and ready but everyone knew what was at stake. "Everyone is touched by this type of call," said Asselin. "It is their job but no one is immune to the emotions of a child needing help."
Charlène Plant and three friends saw the alert on Facebook and immediately joined the search. They recognized the suspect as a former neighbor and drove to her apartment and saw her car parked outside. "We just wanted to do something for the night, so we went out to find the car," Plant told a reporter.
They called the police and 50 minutes after the alert went out the baby was recovered safely and the suspect was in custody.
Not surprisingly, Victoria's mother, Mélissa McMahon, thanked everyone on Facebook. "The photo saved our daughter! In less than an hour, the photo was everywhere. You were more than thousands of people who shared the photo of this woman on social media. Know that it was this that saved her, our little Victoria. Every click, every share made the difference."
"The child was recovered safely and returned to her waiting parents within less than three hours," noted Canada AMBER Alert Coordinator Nancy Martin. "It was a proud moment for all involved."
Everyone involved in the Quebec AMBER Alert Program is also a big believer about the impact of social media. "Facebook was the reason this AMBER Alert was a success," said Asselin. "The fact that it went out on social media demonstrates that social media can really help in an AMBER Alert."
The use of social media and the fact it was the first time in recent memory that a child had been abducted from a hospital in Canada drew international attention to the case and the AMBER Alert system. "It was like a movie scenario," said Asselin. "We were very proud of the work by the police and we worked together as a team to use new tools to find a child."
Despite the success, Asselin said her agency will still look for new ways to help find abducted children. "We always can improve," she said. "We need to be sure we are on track and we need to make sure everyone is prepared."
Phil Keith had just retired in 2004 as the police chief of Knoxville, Tennessee, when he was given a monumental task: make sure every state, territory and the District of Columbia have a consistent and effective AMBER Alert program within two years. Many states and communities had a child abduction alert system but the programs varied in size, criteria, and capability.
"One of the driving tenants of the development of the AMBER Alert system was to not decide what level of participation there would be but to make the network seamless and let the local, Tribal, regional, and state governments make the most informed decision best meeting their needs," said Keith. "This strategy is still in place today."
Keith put together a small team of professionals who understood teamwork, a strong work ethic and a "relentless sense of urgency to help recover missing children." The team listened to law enforcement officers who knew what did and did not work. They reached their goal in 18 months and wanted to do more.
"It was very clear the U.S. Department of Justice AMBER Alert Initiative was more than highway signs and messaging," said Keith. "The program had to create a voluntary seamless network of AMBER Alert Plans designed to rescue and recover missing, endangered and abducted children."
The team used best practices on investigations, searches, policies, and technologies to help good AMBER Alert programs become better. Team members invited abduction victims and their families to learn about the strengths and shortfalls they witnessed firsthand. They discovered and developed new ways to recover children like the Child Abduction Response Team, Endangered Missing Advisory, AMBER Alert in Indian Country Initiative and the Southern Border Initiative and using social media, including sending AMBER Alerts through the National Center for Missing & Exploited Children's secondary distribution program.
"This is not to say there were not 'bumps in the road,' bruised feelings or some unintentional temporary derailments, but the bottom line was the focus on protecting children," said Keith. "We pushed the envelope at times to gain acceptance, secure sincere team efforts at all levels of government and were very careful to be inclusive rather than exclusive."
Funding for training has always been difficult to obtain on a federal, state, and local level. Keith had to find ways to teach more people with less money. Instead of bringing hundreds of people to be trained by a few experts, he began sending the experts to train hundreds of AMBER Alert partners where they worked. More than 18,700 people have also been trained through eLearning courses.
Now nearly a decade later, Keith has retired from the AMBER Alert Program. Jim Walters, who has been involved with the AMBER Alert Program since its beginnings, has assumed the position as Director of the AMBER Alert Training & Technical Assistance Program. He credits the team for bringing the AMBER Alert Program to its current level and he believes teamwork will be essential to keep the momentum going.
"We have already seen 'bad guys' let children go once they hear AMBER Alerts have been issued, so we are headed in the right direction," concluded Keith. "However, we have to be ever vigilant in our efforts as there are some really evil people in the world who bring great risk and harm to our children."
Keith's Parting Thoughts on:
Child Abduction Response Team (CART)
These teams are built from the bottom up in most communities and represent the true intent of state, local, and Tribal communities to be prepared to respond to episodes of missing, endangered, or abducted children. This model program should remain the flagship initiative of the U.S. Department of Justice and be expanded into as many communities as possible.
Endangered Missing Advisory
The common recurring question about AMBER Alerts was “what to do if my child does not meet the criteria.” The Endangered Missing Advisory addresses the gap for persons over the age of 17, special needs persons, and addresses a population neglected by most everyone, the “endangered missing and runaways.” Today over 43 states and a number of local communities have adopted a form of the Endangered Missing Advisory Program.
AMBER Alert in Indian Country
This initiative was designed to meet the culturally sensitive needs of life in Tribal communities and the unique challenges Tribal members face every day. We learned early on not to layer another program on the Tribes, but rather utilize existing programs and efforts to compliment the work achieved and give AMBER Alert a true meaning of creating greater capacity and skills to respond to children in crisis among Tribal communities.
The Southern Border Initiative
Our partners on both sides of the border demonstrated their dedication and resolve to make a difference in missing children and after only 18 months we had “Alerta AMBER” throughout Mexico. Many of the officials supported the Alerta AMBER, even though there is a potential grave consequence by organized criminal enterprises not interested in the welfare of children and were most likely involved in the trafficking of children for commercial sexual exploitation.
AMBER Alerts in Social Media
Technology has been a great tool to advance the AMBER Alert messaging. In the coming years use of the social media will become a more localized effort as it should be, as the local communities know best what is needed and the urgency in getting “other eyes” looking for missing children.