Toronto police launched a new campaign Friday aimed at raising awareness — and money — to help find missing children.

In partnership with missingkids.ca and Mac’s convenience stores, the new initiative was announced at Toronto Police Service Headquarters just days before National Missing Children’s Day on Sunday.

According to RCMP statistics, more than 40,000 children are reported missing every year in Canada. 

From today until the end of August, customers can make a donation at the counter of Mac’s stores throughout the city, and locations will play public service announcements profiling missing children on screens.

One of the children to be profiled disappeared nearly thirty years ago, in a case that still haunts Toronto police detectives today.

Nicole Morin was just eight years old when she vanished from her Etobicoke apartment in July 1985.

Morin had told a friend, who was waiting in the building’s lobby, that she would come down and meet her. She never made it to the lobby.

Police invested more than 50,000 hours into the investigation, but failed to turn up any trace of Morin.

Const. Mellisa Elaschuck, now with Toronto Police Services, used to walk to school with Morin and was on hand for today’s announcement.

“There is something nice in knowing that I am still close to her case,” Elaschuk said.

“Somebody has an answer. Somebody knows where she is.”

Police Chief Bill Blair said the case highlights the need for the public’s assistance in finding missing children, and said that police “will never relent” in searching for the kids who never made it home.