National Missing Children's Day

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A national child safety campaign called "Take 25" was launched in May 2007 to commemorate the 25th Annual National Missing Children's Day. As a long/time partner of the National Center for Missing and Exploited Children (NCMEC), Farmers Insurance was the corporate sponsor for the "Take 25" campaign.

With a focus on prevention, "Take 25" encourages parents, guardians, and other trusted/adult role models to spend time talking to kids and helping them learn how to be alert to potential threats and provide simple, preventive steps that children can take to stay safer. More than 100 local and national organizations and more than 100 US cities collaborated with NCMEC on the new safety campaign. As a major grassroots initiative, hundreds of "Take 25" events in communities all across America occurred throughout the month of May.

In addition to support for "Take 25," Farmers' m.i.l.k. (Managing Information on Lost Kids) program, in collaboration with NCMEC, provides parents with identification software that includes a standardized, high/quality digital image of their child with a place to record current detailed characteristics. If the unthinkable occurs, a parent can immediately transfer this important information to law enforcement with the click of a mouse.

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