BBM has a long history of being used in the aid of public safety and a new partnership with the Toronto Police Service and the Missing Children Society of Canada highlights that once again. At an event held in Toronto today, the Toronto Police Service and the Missing Children Society of Canada announced BlackBerry/BBM as the latest addition to their search program, Milk Carton 2.0.

By following the Missing Children Society of Canada BBM Channel, Canadians will get notified immediately on their BlackBerry, iPhone or Android smartphone as soon as information is posted into the Channel. Accurate and quick communication is so important when trying to locate a child who has gone missing," said Margaret Stuart, Managing Director of BlackBerry Canada. "With over 91 million BBM users around the world, MCSC and the Toronto Police Services will be able to leverage a new social network to raise awareness and get Canadians involved."

Chief William Blair of the Toronto Police Service noted the importance of the new additions to the program.

"I don't think there is a greater responsibility that all of us have than the safety and protection of our children. It is a shared responsibility and the commitment that I think every Canadian makes to ensure that all of our children are safe…[This program is] A new way of communicating recognizes that Canadians do want to help, they do want to be involved, and they do care."

You can watch the full replay of the event in the video above and if you wish to subscribe to the Missing Children Society of Canada BBM channel, it can be found at PIN:C0012598C. A superb initiative to be a part of, good on BlackBerry.