Today (Wednesday 21 December), London cab drivers and ITV1’s flagship daytime show This Morning will launch their support for the charity Missing People’s ‘Join The Search’ campaign by putting posters of missing children in the back of their cabs.

Where did the idea come from?

The idea for involving taxi drivers in the search for missing children came from taxi driver Colin Outhwaite, father of actress Tamzin Outhwaite. Colin said “I was watching Gloria Hunniford appeal for a missing child on This Morning and thought to myself that taxi drivers are in the perfect position to help too. My hope is that more cabbies will come forward and volunteer to take the posters”

Click here to find out how you can get involved

Thanks to the generosity of the UK’s leading taxi advertising company Ubiquitous, an additional ten branded ‘Join The Search’ cabs will be circulating London’s streets during January with posters of missing children on their tip seat posters.

Why does it matter?

Approximately 100,000 children go missing every year in the UK. Missing People’s “Join the Search” campaign aims to mobilise the general public to take simple actions to help find them.

Martin Houghton-Brown, Chief Executive of Missing People, said: “If your child went missing, wouldn't you want the whole world to stop and look for them? The charity Missing People is building a dedicated community of people across the UK ready to join the search online, at work and in their neighbourhood.

“We are so grateful to ITV1’s This Morning, Ubiquitous Taxis, Colin Outhwaite and all of the London cab drivers who have joined the search for some of the UK’s most vulnerable children.”

Why are people getting involved?

On their support of the campaign, Andrew Barnett, Managing Director of Ubiquitous Taxis commented, “It’s well documented that many missing children head for the capital, where the search heavily relies on the help of the public.  Black cabs travel every road, avenue and street in London, so are able to provide a thorough way to circulate the Missing People message.”

To donate £3 to help Missing People provide a lifeline this Christmas text the word SEARCH3 to 70990. Money raised will ensure that no missing child is ever forgotten.

Visit our Join the Search pages to see who’s missing in your area.