Protection of missing children

ASTRA, in collaboration with key institutions of the Republic of Serbia, is launching the campaign "Let’s All Be Counted," aimed at raising awareness of the importance of the European Number for Missing Children in Serbia 116000. The campaign is supported by the Ministry of Education, the Ministry of Information and Telecommunications, and the Ministry of Interior. Its focus is on informing citizens about the services available through this hotline, as well as on preventing disappearances and protecting children from various forms of exploitation.

The campaign was developed with the support of experts from ASTRA and the European Number for Missing Children in Serbia 116000, and with input from organizations working with at-risk children. The premiere video has already aired on public service channels, and the initiative is expected to significantly improve public awareness and strengthen cooperation in the field of child protection. The goal of the campaign is to increase knowledge about the European Number for Missing Children in Serbia 116000 as a key resource in cases of missing children and to garner broader support from institutions, professionals, and civil society organizations.

Through educational posts, video materials, and media appearances, the campaign provides practical advice to parents and the public on identifying risks and dangers, especially in the digital world, as well as on how to talk to children about risks and their safety. Special attention will be given to providing information on how to respond in cases of a missing child, who to contact, and what ASTRA’s services offer—from publishing information about missing children to providing psychosocial, legal, and therapeutic support to families.

We are aware of the challenges faced by parents, guardians, and all those who care for children in the moments when a child goes missing. In such situations, immediate reaction and engagement from all relevant actors—from family members to institutions—are crucial for the successful outcome of the search. However, the story does not end with the child’s return. Afterward, intensive support for the child, family, and community is key to preventing future disappearances. That is why the media campaign "Let’s All Be Counted" plays a critical role in raising awareness and educating the public on timely responses, available resources, and the importance of preventing child disappearances.

ASTRA has handled over 5,300 calls since 2012, providing crucial support to families in some of their most difficult moments. The Let’s All Be Counted campaign builds on this legacy, reaffirming our long-standing commitment to protecting children and ensuring that all children are safe and secure. Our goal is to not only raise public awareness through this campaign but also to strengthen the network of institutional and social support, ensuring that quick action, comprehensive care and long-term prevention are at the forefront of efforts to protect vulnerable children throughout Serbia.