The Missing Children Society of Canada (MCSC) supports the safe recovery of missing and vulnerable people through coordinated public awareness, investigative support, and family services. Since 2007, WestJet has proudly partnered with MCSC to strengthen the search for missing people and help bring them to safety.
Each year thousands of children and youth are reported missing in Canada. In 2024 alone, more than 32,000 reports were filed — yet only eight of those cases met the criteria for an AMBER Alert.
That is where the Missing Children Society of Canada (MCSC) steps in — and where WestJet is proud to play a vital role.
For nearly two decades, WestJet has supported MCSC’s mission to help return missing children to safety. From contributing flights that enable on-the-ground search efforts and critical family reunifications, to empowering our people to volunteer and raise awareness, we’re committed to being an active partner in this life-changing work.
Each year, WestJet marks International Missing Children’s Day by encouraging WestJetters and guests to help grow Missing Children Society of Canada’s Child Search Network. We promote the Child Search Network on our channels and ask WestJetters to engage in meaningful conversations and invite guests to join. 2016 was a particularly successful year as the efforts of WestJetters resulted in an additional 760,000 users joining the Child Search Network — the largest single-day increase since its launch in 2012.
The Missing Children Society of Canada’s purpose is to help return missing children to a safe environment. Established in 1986, the organization has evolved from distributing posters to embracing the latest technology to help police in the search for that child and return them to safety. They also enlist the help of other professionals in the search of missing children and work with traditional media and online/social media to bring public awareness to cases of missing kids. In addition, they provide affected families with knowledge and resources throughout the search and reunification.
All of their programs are free, ensuring all families in need of help receive it, regardless of their financial situation. With an in-house team of former police investigators, they work with federal and municipal police departments as well as international police in the search for missing children in the case of stranger abductions, parental abductions, disappearances and endangered youth cases.
"MCSC is honoured to be a WestJet Cares for Kids Charitable Partner, and receiving the gift of flight has been instrumental in our mission at the Missing Children Society of Canada. The gift of flight provided by WestJet has been a game-changer, enabling rapid and efficient mobilization in our search efforts across the country. It's not an overstatement to say that without WestJet's support, reaching our goals and reuniting families would not have been possible. Their commitment enhances our operational capabilities and echoes a profound dedication to community welfare and child safety. We are deeply grateful for this support, which resonates powerfully with our mission and values."
— Missing Children Society of Canada Chief Executive Officer Amanda Pick
WestJet’s national partners are charity organizations that serve communities and families across Canada and the world.
BGC Canada serves Canadian youth by providing safe and supportive spaces for them to build positive relationships, confidence, and life-skills. Their work focuses on advocating for and supporting at-risk youth, including youth in Indigenous communities, youth struggling with mental health challenges and youth living in poverty.
The Canadian Cancer Society’s (CCS) mission is the eradication of cancer and the enhancement of the quality of life of people living with cancer. CCS is the only national charity that supports all Canadians living with all cancers across the country. They are committed to improving and saving lives, and advocate to governments on important cancer-related issues and policies on behalf of those affected by cancer.
Hope Air supports Canadians overcome barriers of distance and cost to access medical care far from home.
LiveDifferent’s passion is making a difference in people’s lives. Through their youth empowerment, humanitarian build programs, including the WestJet LiveDifferent Build, and leadership development opportunities, they have inspired thousands of people to create positive change in communities on both a national and international scale.
Make-A-Wish® Canada (MAW) creates life-changing wishes for children with critical illnesses. A wish is an integral part of a child’s treatment journey, and research shows children who have wishes granted can build the physical and emotional strength they need to fight a critical illness.
