New campaign rolls out in 29 countries – urging early intervention to stop abuse and prevent children from going missing.

Beek, the Netherlands, 21 May 2025 – In the run-up to International Missing Children’s Day on May 25th, AMBER Alert Europe, the European Centre for Missing Children, is launching a new global prevention campaign to confront a disturbing truth: eight in ten children who fall victim to sexual abuse are abused by someone within their circle of trust.

The campaign, titled ‘Friend or Monster?‘, warns that abuse by trusted adults – including family members, family friends, teachers, coaches, neighbours, or other authority figures – is far more frequent than commonly believed. These individuals often hold positions of power or closeness in a child’s life, making it extremely difficult for children to speak out.

When Abuse Leads to Disappearance
Many abused children feel compelled to run away in a desperate attempt to escape the situation. Going missing not only fails to resolve the trauma but also exposes them to further danger, such as exploitation, trafficking, or long-term psychological harm.

The ‘Friend or Monster?‘ campaign aims to equip parents, teachers, and caregivers with the knowledge to spot warning signs of abuse, hold safe and supportive conversations with children, and report concerns to appropriate services. By raising awareness and promoting early intervention, AMBER Alert Europe hopes to stop abuse and prevent it from escalating to a missing child case.

“This campaign is a wake-up call,” says Frank Hoen, Founder and Chairman of AMBER Alert Europe. “It urges adults to be alert, not just to the strangers, but to the dangers that may exist behind familiar faces. Protecting children starts with recognising the signs and taking action, especially when the threat comes from someone they know and trust.”

29 Countries Join Forces to Launch the Campaign
Launched in partnership with law enforcement agencies and NGOs, “Friend or Monster?” is being rolled out in Austria, Belgium, Brazil, Colombia, Croatia, Czech Republic, El Salvador, Estonia, France, Greece, Guatemala, Honduras, Indonesia, Italy, Kenya, Lithuania, Luxembourg, the Netherlands, Philippines, Portugal, Republic of Srpska (Bosnia & Herzegovina), Romania, Scotland, Singapore, Slovenia, Switzerland, Thailand, United States, and Côte d’Ivoire.

Detailed campaign information and resources are available here.

For campaign materials, you can visit the press page.