AMBER Alert Safety Centers to Launch ’10 Million Parents for Child Safety’ Imperative

  New and Easy Wireless Phone Download and Online Enrollment Platform Soon

    Will Enable Parents to Make Kids "AMBER Ready" Anywhere and Anytime



    ROCKAWAY, N.J., Aug. 21 /EMWNews/ -- In its most ambitious

initiative to date, AMBER Alert Safety Centers, Inc. (AASC) today announced

that it will unveil its new AMBER Ready II wireless download and online

enrollment platform in September. The availability of AMBER Ready II will

enable the "10 Million Parents for Child Safety" Imperative, an intense,

national marketing blitz utilizing multiple broadcast, print and electronic

media venues, Company-sponsored events and general mass market awareness

campaigns to enroll ten million parents residing in the United States in

the AMBER Ready Free Sponsorship Program.



    The soon-to-be-available AMBER Ready II enrollment platform will allow

parents or guardians with children under the age of 18 to easily store

their children's preconfigured AMBER Ready Profile in their personal

wireless multimedia phone. By having a child "AMBER Ready," parents and

guardians can ensure that local law enforcement has the ability to

instantly initiate a "Be-On-the-Lookout" (BOLO), Missing Person Alert

and/or an AMBER Alert using the child's identification information locked

and loaded in the parent's phone. More specifically, AMBER Ready II will

permit parents to enroll anywhere, anytime using their wireless telephone,

thus enabling the download of the AMBER Ready Program on their wireless

phones within mere minutes. An Internet-enabled version of AMBER Ready II

will also be available via http://www.AMBERReady.com . These rapid enrollment

capabilities will be launched in early September. Further details will be

announced in the next several weeks.



    "Enough!" voiced both Kai Patterson, Company founder, Chairman and CEO

and Frank Del Vecchio, Sr. Vice President of AASC. Patterson said, "It is

time for parents everywhere to take action now to get proactive and help

protect their children from child predators. According to the National

Center for Missing and Exploited Children (NCMEC), there are more than

100,000 registered sex offenders and child predators that are unaccounted

for in the U.S. under Megan's Law. What's more alarming is the fact that if

abducted by a stranger, the statistics reflect that a child will likely be

murdered if not found within the first three hours of being abducted. If a

child is not AMBER Ready, it may take up to four hours for a parent to

confirm a child is missing and to collect essential identification

information to supply police with what is necessary to launch a search.

There is no longer any reason that parents should give predators intent on

harming our kids this head start. When AMBER Ready, police can react

instantaneously by transmitting an alert from a parent's wireless phone,

thus improving the odds that their child will be found by authorities and

safely returned home."



    Continuing, Patterson noted, "With the AMBER Ready II enrollment

platform, parents do not need to wait until AASC hosts a child safety and

enrollment event in their area. By simply using their wireless phone or

accessing our planned new web site, parents and guardians can make their

kids AMBER Ready immediately. Moreover, AASC can reach and empower millions

of families in a fraction of the time it would have taken through our

centers and special events."



    When enrolling through the fast and easy AMBER Ready II process, each

parent or guardian will receive:



    -- The AMBER Ready Free Sponsorship Program in their wireless phone

containing their children's alert profiles, pictures and digital posters;



    -- A backup copy of the child's profile sent to parent's (or

guardian's) e-mail for replacement phone reloads;



    -- A free wireless phone car charger to maintain power in case of an

emergency;



    -- 24-hour emergency support to help police transmit missing child

profiles from parent's phone to police stations;



    -- A free Safety Disk containing the child's vital identification

information and digital poster;



    -- Saliva DNA kits that preserve their children's DNA for up to 30

years; and Dental Chart;



    -- A Child Safety DVD containing safety tips, techniques and an

emergency missing child instructional video;



    -- An Internet Child Safety Browser tool with parental blocking and

monitoring options;



    -- Production of 1000 free full color posters paid for by AASC if the

child is ever confirmed missing;



    -- A $1 donation made by the AMBER Alert Safety Foundation to the CTIA,

the International Association for the Wireless Telecommunications Industry;

and



    -- A $1 donation made by the AMBER Alert Safety Foundation to the

National Center for Missing and Exploited Children.



    There is no cost for enrollment in the AMBER Ready Free Sponsorship

Program to parents and guardians who agree to extend their existing

wireless agreement for two years. Parents that do not wish to extend their

wireless contract can purchase the AMBER Ready Program for only $30.

Simplexity, an online retailer of cell phones and wireless plans, in

collaboration with My Dream Wireless, has teamed with AASC to provide

provisioning, procurement, customer care, fulfillment, billing and support

of AMBER Ready II utilizing its proprietary e-commerce platform. All

parents and guardians who elect to enroll in the AMBER Ready Free

Sponsorship Program will receive a free camera phone or a discounted

premium wireless phone. In addition, all the information captured in each

child's AMBER Ready Kit will remain securely in the custody of parents and

guardians to ensure child privacy.



    Statistics published by the NCMEC show that 797,500 children under the

age of 18 were reported missing in a one-year period of time studied by the

U.S. Department of Justice, resulting in an average of 2,185 children

reported missing each day.



    "The '10 Million Parents for Child Safety Imperative' is a national

movement designed by AASC to promote awareness of the AMBER Ready Free

Sponsorship Program and to create a partnership between parents, educators,

law enforcement and communities nationwide that will empower us all to play

a role in protecting every child from the danger of predators. If we prove

successful, more than ten million parents will be prepared to provide law

enforcement with the information that could help lead to the safe and rapid

recovery of their child, in the event of an abduction. Moreover, with each

AMBER Ready II enrollment, the AMBER Alert Safety Foundation will make a

donation to the NCMEC for each subscriber's State AMBER Plan and a donation

to the CTIA to support the Wireless AMBER Alert Program. The goal of this

Imperative will be to donate $10 Million to the NCMEC and $10 Million to

the CTIA," said Patterson.



    One of the many places that parents will be able to become AMBER Ready

is at the Super Bowl Champions New York Giants' home games. AASC will be

found at every home game during the 2008 regular season, which is scheduled

to kickoff on Thursday, September 4, 2008 when the defending Super Bowl

Champ host the Washington Redskins at Giants Stadium. In addition to fans

being able to enroll in the AMBER Ready II Program via wireless phone, AASC

will also offer all parents at the home games a free Safety Disk, enhancing

the security of their children by capturing each child's digital

photograph, fingerprints and other identification information on a special

CD that makes an instant digital missing child poster. Giants Fans can

enroll in a special NY Giants AMBER Ready II Program through their wireless

phone, which will enter them into a weekly drawing to win free Giant

giveaways. Patterson and Del Vecchio stated, "We vigorously applaud the NY

Giants' organization for taking the safety and security of their 'junior'

fans so seriously."

    About AMBER Alert Safety Centers



    AMBER Alert Safety Centers has pioneered the nation's first wireless

program enabling parents to securely store their child's identity

information within their wireless phone and providing the technology

platform for police to disseminate an alert from a parents' wireless phone

immediately upon a child being abducted or found to be missing. Through the

wireless transmission of stored photographs and descriptive data by police

as a Be-On-the-Look-Out (BOLO) or as an official AMBER Alert, the AMBER

Ready Program is expected to dramatically reduce the average time between

determining a child is missing and the commencement of a meaningful search

by local law enforcement, thus significantly improving the odds for rapid

recovery. In anticipation of pursuing a public listing in the future, the

Company has engaged the firm of John Thomas Financial as its investment

banking firm. For more information, please visit http://www.AMBERAlertSafety.com

and/or http://www.AMBERReady.com .






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