The National Strategy for Child Exploitation Prevention and Interdiction

of a mail circular. Since the program’s inception in 1984, ADVO has mailed more than 80billion photos profiling over 1,500 of America’s missing children. A newly designed mailcircular improves the program’s visibility and overall cost-effectiveness. After a 22-yearpartnership, NCMEC, USPS, and ADVO continue to work together to find ways to evolve andenhance the Missing Children’s Program.As a result of leads generated by the “Have You Seen Me?” program, 144 missing children todate have been safely recovered. According to NCMEC, photos are the number one tool parentsand law enforcement officials have in their search for missing children. By featuring recent orage-progressed photos of missing children and their alleged abductors, the program empowersthe American public to help safely recover missing children.Postal Inspectors regularly make presentations and conduct training on various topics related tothe investigation of child exploitation at regional, national, and international conferences. Inaddition, Postal Inspectors often lead workshops or training sessions at Department’s ProjectSafe Childhood and NCMEC-sponsored training programs.b. 2 SMRT 4U CampaignThe 2 SMRT 4U Campaign was developed by the Postal Inspection Service in conjunction withNCMEC and Teen Vogue magazine in support of the Attorney General’s Project Safe Childhoodinitiative. The campaign was launched in November 2006 and ran throughout FY 2007.Its purpose was to encourage teens to practice safe, smart habits when posting information aboutthemselves on social networking Web sites and blogs. Using a tagline of “Type Smart. PostWisely,” the campaign offered teens a free “awareness” ring, similar in concept to the LanceArmstrong bracelet, to promote knowledge of Internet safety. Made of polished steel andengraved with the campaign slogan “2 SMRT 4U,” the ring was promoted via the Website andmagazine by 17-year-old actress Hayden Panettiere, star of NBC’s Heroes, who served as thecampaign spokesperson.Nearly one-half million rings were ordered and distributed to teens in 82 countries. Moreimportantly, 68 percent of teens who visited the 2 SMRT 4U Web site reported that they changedtheir behavior and practiced safer online habits. Additionally, the campaign tallied 17,591 callsto the NCMEC’s Cyber Tipline, which allows teens to report child sexual exploitation 24/7.The 2 SMRT 4U Internet Safety Awareness Campaign far exceeded expectations. TheSmithsonian National Postal Museum created a Web page to promote the campaign through itsexhibit, “Postal Inspectors: The Silent Service.” The Postal Inspection Service was honored toreceive the Department of Justice’s 2007 Internet Safety Award for the achievements throughoutthe campaign. The campaign has now been transferred to the direction of the National Center forMissing & Exploited Children.88