Have you seen these children?
'It is all based on the principle that, by the age of two, a person's eyes are as large as they are going to get. It acts as a reference point.'
Age progression has already proved its value. 'One of our cases was a child missing from London. Since we have done the age progression, he has been identified in Tenerife. There is currently legal action going on to get him back again. He was two when he went missing. He would now be seven.'
Success rates
So far the website has featured 75 children. Of those, half have been found. In the US, where the website has been running for longer, the success rate is 91 per cent. That's partly because children go on site at a much earlier stage than in the UK and because posters of missing children, such as the ones now being launched in Tesco, are everywhere in the States - in supermarkets, bus and train stations and airports.
'A key part of the success in America is that a lot of children go missing because they don't think their parents care about them. They see the posters and see themselves and think "Maybe they do want me back. They do want to find me."
'It gives a message to the children that they are wanted back home. That is why the Tesco campaign could prove so valuable.'
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