Am I Missing re-launching as important Back to School message

Incident Date
Tuesday, September 10, 2019 - 14:45
Thunder Bay
Date Published: 2019-09-10

As Thunder Bay begins another school year, community partners involved in developing the “Am I Missing?” initiative are continuing the conversation about the process of reporting a missing person.

First launched in June 2018, the centerpiece of “Am I Missing?” is a video PSA and accompanying literature that helps guide the public through the steps to be taken when someone is first believed to be missing.

“You don’t have to wait 24 hours before contacting police, that idea is an urban myth,” said Thunder Bay Police Service Community Services Branch Insp. Ryan Gibson. “We found the original launch of this initiative really helped people better understand the process and first steps of filing a missing person report, but we don’t want this conversation to stop because some of the myths are still prevalent and it is vital that everyone understands the process.”

A missing person situation can be stressful and, as a result panic may impede a person’s ability to remember the appropriate steps to take. The “Am I Missing?” initiative was designed to make the information easily recalled even during a high-stress situation, and is simplified into three easy-to-remember steps:

1. Try to find me
2. Assess the risk
3. Call police

Try to find me: Contact friends or other family members of the missing person. Are there places the missing person typically frequents? Is there a way to check those locations?

Assess the risk: Is there reason to believe the missing person could be in danger? If you aren’t certain, it’s best to trust your instinct.

Call Police: When attempts to locate a missing person have failed, and you believe this person is at risk, call the Thunder Bay Police Service at 807-684-1200 and file a missing person report.

The relaunch of the “Am I Missing?” initiative features a new 30-second version of the original PSA video, and newly translated printed materials that will be distributed to northern communities, local agencies, and publicly posted billboards, posters and interior transit cards.

The “Am I Missing?” initiative was created through a partnership that includes representatives from: City of Thunder Bay, Dennis Franklin Cromarty High School, Independent First Nations Alliance, Keewaytinook Okimakanak, Matawa Education & Care Centre, Nishnawbe Aski Nation, Nishnawbe-Aski Police Service, Northern Nishnawbe Education Council, Shibogama First Nations Council, Thunder Bay Police Service, and Windigo First Nations Council. This partnership and initiative is in response to Seven Youth Inquest Recommendation 91.

Download the initiative materials here:
Learn more about the initiative here:



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