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Media Advisory: Luke Bilyk, Jessica Tyler and Ana Golja of Degrassi: The Next Generation Join the Missing Children Society of Canada’s Search Team
Saturday, March 22-Children’s Day in support of Milk Carton 2.0
11am to 5pm

Milk Carton 2.0 Aims for Largest Sign Up Day to Put an End to Child Abduction

Toronto – Thursday, March 20, 2014:

In 2011, Ontario had a population of 13, 373, 000 people and of that 16, 379 missing children were reported. Ontario has the highest rate of children that go missing each year, yet it is the province with the least amount of people signed up on Milk Carton 2.0.; a new technology for locating missing children using social networks. The Missing Children Society of Canada (MCSC) and the cast of Degrassi: The Next Generation aim to reduce the number of missing children with Pop Up Children’s Day, Hosted by Kyle Kofsky Cultural Curator in support of Milk Carton 2.0. Pop Up Children’s Day allows families to sign up for Milk Carton 2.0 in hopes of making it the largest sign up day in history. For more information, please visit

“With the advancement in technology and by harnessing the power of social media, we have created the first ever online virtual search party working toward our goal of ending child abduction,” says Head of MCSC Amanda Pick. “With all that we caption and share every day online, MCSC can easily put those efforts towards finding missing children.”

Who: Families are encouraged to enjoy a fun-filled day of family oriented activities and join the Canadian search team by signing up for Milk Carton 2.0. Based on algorithms developed by Grey Canada, a single push of child information to all existing Milk Carton 2.0 participants would have a potential reach of 1,026,000 people; and that’s prior to retweets or shares.

What: Meet Degrassi: The Next Generation stars Luke Bilyk, Jessica Tyler and Ana Golja. An amazing assortment of live entertainment including Toronto’s most iconic buskers: FireGuy, Oparty and Marie Antoinette. Fun contests and prizes from our supporting friends at Toys ‘R’ Us and Nickelodeon. Families can partake in hands-on activities for children 12 and under including face painting, colouring and even a visit from Dora the Explorer brought to you by Kidomo.

When: Saturday, March 22, 2014, 11:00am to 5pm at 384 Yonge Street (Yonge and Gerrard) – lower concourse of Canada’s tallest residential tower.

The Shops at Aura Pop Up Market Hours
Thursday, March 20 - Art Walk
12pm to 7pm

Friday, March 21
12pm to 7pm

Saturday, March 22-Children’s Day in support of Milk Carton 2.0
11am to 5pm

For media inquiries, hi res images or to request an interview please contact:
Lowell Hall - (416) 887-1636 Layla Lane - (416) 617-4673

@lukebilyk1: @forever21 getting down with @alexasteele #F21xMe #F21Canada …