If you’ve taken mass transit in NYC in the last week or so, you must have seen the posters plastered everywhere about a missing child named Avonte Oquendo. The massive campaign to find the severely autistic 14-year-old who wandered off from his LIC school a few weeks ago is interesting because of how the NYPD is handling it.

With vans driving in neighborhoods blasting Avonte’s mother’s voice calling him home and posters and signs and billboards plastered just about everywhere with this kids face, it’s become one of the most seen pieces of news/notices in recent history that doesn’t fall into the realm of advertising. I really can’t think of the last time there was such a big collaborative hunt for a missing child. Read here to see how NYPD is handling the missing child case.