Citadel Outlets is displaying photographs of 100 missing children from the state of California or believed to be in California, on eight high-definition LED billboard signs along Interstate 5 to help bring the children home and to bring attention to the thousands of children who are still missing.

Friday, May 25 is Missing Children’s Day but because of the long holiday weekend, Citadel got a jump on it earlier in the week. Director of Marketing Traci Markel explained to KFWB’s Maggie McKay and Michael Shappee. Click the play button to listen.

You can also view all of the photos here.