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The Child Safety Research and Innovation Center was one of the seven organizations that collaborated in developing New Brunswick’s AMBER Alert. The other collaborating organizations include:



Why AMBER Alert Was Created?


New Brunswick’s AMBER Alert Program is modeled after the United States AMBER Plan, which was developed in 1996 after nine-year old Amber Hagerman was abducted and brutally murdered near her home in Arlington, Texas. Amber’s death had such an impact on her community that it prompted law enforcement agencies and the Texas Association of Radio Managers to develop an emergency alert plan to help recover abducted children.


Communities throughout North America have since adopted similar plans, with the common goal of returning abducted children to safety by employing the media to enlist the public in immediate search efforts.


What is AMBER Alert?


New Brunswick’s AMBER Alert Program, is a province wide innovative program which partners the Province’s law enforcement community, media broadcasting agencies and the public in locating abducted children. It provides the public with immediate and up-to-date information about a child abduction via widespread media broadcasts and solicits the public’s help in the safe and swift return of the child. AMBER Alert is a comprehensive plan which provides a coordinated and rapid response to child abductions throughout New Brunswick. AMBER Alert is a voluntary, cooperative program between police services and local broadcasters to send an emergency alert to the public when a child has been abducted and it is believed that his/her life is in grave danger.


An AMBER Alert can only be activated by a specific member of a police service who is an authorized user and it is only to be used for serious child abduction cases. It is important that this program be used appropriately. If the early warnings are not accurate and/or the case does not warrant an alert, then the integrity and credibility of the plan will be diminished if the plan is activated in those situations.


AMBER Alert Guidelines


   AMBER Alert may be activated only by the Police.

   AMBER Alert is intended only for the most serious, time-critical abduction cases.


Criteria for Activating AMBER Alert


Police have confirmed that an abduction has occurred.

   The victim is a child, or of proven mental or physical disability.

   There is reason to believe the victim is in danger of serious bodily injury.

   There is information available that, if disseminated to the general public, could assist in the safe recovery of the victim.


If the above criteria is not met, the AMBER Alert should NOT be activated.


Media Partnership


Broadcast media is asked to air the AMBER Alert according to the following guidelines:

   every fifteen (15) minutes for the first three (3) hours.

   after the initial three (3) hours, every half hour for five (5) hours.

   include the alert in newscasts for 24 hours


UPDATES – when new information becomes available, media will be notified of such updates. This is not a re-activation, but only an update.


CANCELLATION – after twenty-four (24) hours, the AMBER Alert is officially cancelled (continues as regular news)


* Notification will be given to the media when/if victim and/or abductor has/have been located.


How You Can Help


The public plays a critical role in the success of the New Brunswick AMBER Alert Program.

   If you hear an AMBER Alert, watch for the child, suspect and/or the vehicle described in the alert.

   Provide information on the location of the abduction and a description of the victim, suspect and/or any vehicle involved.

   Immediately report any sightings by calling 911 or the phone number included in the alert. (Do not call 911 to request information about the abduction.)


Copyright 2005 Child Safety Research & Innovation Center. All Rights Reserved.