A new European organization is asking website owners to help find missing children by using website's 404 error pages to display their pictures. The newly launched NotFound project — founded in cooperation with Missing Child Europe and Child Focus — already has nearly 500 participating websites, and is actively recruiting more at notfound.org. While similar initiatives have been attempted in the past, none have received such official backing or media attention, which may be key in convincing sites to donate their 404 pages. However, it's unclear how much of an impact the new campaign will have; the internet is virtually as ubiquitous as milk cartons were in the 80s, but 404 pages aren't a common occurrence. It may not be as successful as programs like the US's Amber Alert, but the NotFound project is certainly a clever step up from milk cartons.