Launches First Local Program to Locate Lost Children : Santa Monica Pictures the Missing

Santa Monica City Councilman Alan Katz first asked Assemblyman Gray Davis about his work with missing children at a fund-raiser a few months ago. Davis told him things were going fine. Then he had a question for Katz: “What is the city of Santa Monica doing?”

The answer came last week as Santa Monica became the first city in California to sponsor a comprehensive missing children’s program. The response was unusually quick for a city known to labor over most decisions.

Katz said the community awareness program met with swift approval because it is being funded by donations and run by existing agencies, under coordination of the Police Department. It is expected to cost less than $1,000.

Katz introduced the plan at the City Council’s Feb. 11 meeting, where it was approved unanimously. The program was officially kicked off Thursday at a Santa Monica Pier ceremony.

The city’s plan is modeled on a statewide program that oversees private and public efforts to increase public awareness of missing children, especially through the distribution of pictures. Davis (D-Los Angeles) heads that program.

In Santa Monica, posters bearing children’s pictures will be passed out citywide, Katz said. The pictures will be provided by the state and county and a local business will donate the printing. More than 100 posters will be distributed every four to eight weeks, with the pictures changing periodically.

Poster Locations Announced

Katz estimated that the city will spotlight about three dozen children each year. He said the posters will be placed on the pier, in the city’s four libraries, in the parks, at the Police Department and in the city’s official newsletter, which reaches about 90,000 people.

Vince Muselli, president of the Santa Monica Chamber of Commerce, said he expects about 200 businesses to support the program by displaying posters and donating services. Katz said he will also enlist the support of other government agencies such as the Rent Control Board and the school and college boards.

“This program is designed primarily to help families and children,” Katz said. “But it has also brought this city together. It’s a remarkable coming together of diverse elements in Santa Monica for a very noble cause.”

Melba Muscarolas, a Davis deputy, said Santa Monica’s commitment may rub off on other cities. The city of Los Angeles places missing children’s pictures on its garbage trucks, but has no comprehensive program. Muscarolas said Davis would like to see more cities adopt programs similar to Santa Monica’s.

“It’s hardest to get the first city to participate,” Muscarolas said. “People are hesitant because they think the program will be expensive, but it’s not. And it’s very easy to set up.”

So far, Muscarolas said, the bulk of the statewide program is being handled by private companies, which place missing children’s pictures on milk cartons, grocery bags and elsewhere. But Katz said he and Davis may ask other cities to sponsor their own programs.

In 1984, the state attorney general received more than 70,000 reports of missing children. The California Foundation for the Protection of Children, a group chaired by Davis, was founded in January, 1985, to coordinate statewide efforts to find missing children. Since then, 14 of the 30 children featured on foundation posters have been reunited with their families. More than 300 companies and labor unions participate in the statewide effort.

“One child was found when his teacher recognized his picture on a milk carton,” Muscarolas said. “So the program really does work.”