Missing Children: How “Cause-Related Marketing” Fuels the Scandal

by John Edward Gill

Geraldo Rivera was happy.

He had John Walsh, host of FOX-TV’s “America’s Most Wanted,” on his show promoting telephone credit cards with pictures of missing children on them. A local missing child group in Florida organized that program and its director was with Walsh.

“I can’t tell you how much I admire them,” Geraldo said of Walsh and his companion. “I thank these two guys who are helping us make our children safer.”

He then gave out names and addresses of several local missing child groups and complemented a national group based in Alexandria, Virginia. Of the National Center for Missing and Exploited Children (National Center), he said, “I love these guys, too.”