Children around world are soft targets for human traffickers and organ harvesting rackets. When a child goes missing, they are often presumed dead by authorities. A Chinese company selling bottled water came up with an innovative idea to assist parents in tracking down their missing ward. The Qingdao-based food company partnered with Baobeihuijia.com, an online database that tracks missing children, to sell the bottled water wrapped with details of missing children, including their photos, CCTV News reported.

The idea seemed to have evolved from a similar campaign in 1979, when a “father of six-year-old boy in New York City printed his son’s photo and information on milk cartons and distributed to neighbors, hoping he could be found. However, after 20 years, the boy was declared legally dead,”