Submission Category: Social Responsibility
The “Back Home” program is conducted in collaboration with the Brazilian Association for the Search and Protection of Missing Children (ABCD). The Program focuses on two major fronts: mass dissemination of victim information and heightened societal awareness of the problem. Pictures and data on missing children are printed on the back of millions of toll vouchers handed out daily, as well as on billboards, leaflets, web sites, VMS and through the media. Truckers are particularly targeted as a group who sometimes contribute to this tragedy by inadvertently offering rides to such persons. As a result of this initiative, three children were found and many more people have been exposed to this important information.