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NATIONAL CENTER FOR MISSING AND EXPLOITED CHILDREN ENDORSES NATIONAL CHILD PHOTO ID PROGRAM

 CAMBRIDGE, Mass., March 30 /PRNewswire/ -- The National Center for Missing and Exploited Children (NCMEC) announced today that it has endorsed a national standardized child photo identification program developed by Polaroid Corporation (NYSE: PRD) to promote greater child safety awareness.
 The new program, called PROJECT KidCare(tm), is designed to educate families nationwide about child safety issues and encourage parents to maintain current standardized photographs of each of their children in personal identification booklets designed by NCMEC and Polaroid. Central to the new program is a special child identification KidCare booklet for safe-keeping that would include an instant color photograph of the child, as well as pertinent information such as height, weight and age, medical information, and other important data. Instant photography permits the ID booklet to be issued immediately to parents, avoiding delivery delays and the potential of mismatching ID photographs.
 "A current photograph that meets certain imaging standards is an important tool in the recovery of a missing child," said Ernie Allen, president and chief executive officer of NCMEC, the national clearinghouse for missing children in the United States. "KidCare gives sponsors a powerful opportunity to promote child safety in cities and towns across the country. In fact, every family in the country should someday have a KidCare ID in their home."
 With NCMEC's endorsement, Polaroid will offer companies, organization and associations wishing to offer KidCare a variety of program materials, including event planning kits, KidCare ID folders, and related collateral materials as well as use of the KidCare name and trademark logo. Montgomery Ward and Co., Inc., will be the first company to offer KidCare, when it begins the child photo ID program in its Chicago area stores starting next month.
 The KidCare ID is a crucial document for disemmination to law enforcement agencies nationwide and for use in computer age progression techniques used to track missing youngsters. NCMEC, which has reunited more than 21,000 children with their families since it was established in 1984, operates the most advanced age progression laboratory in the country, which enables facial imaging specialists to update a photograph on a computer to project the facial growth and maturity of a missing child.
 -0- 3/29/93
 /CONTACT: Michael J. Spataro, 617-577-2455, or Mary T. Conway, 617-577-3124, both of Polaroid/
 (PRD)


CO: Polaroid Inc. ST: Massachusetts IN: REA SU:

DJ -- NE001 -- 0869 03/30/93 08:38 EST
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Publication:PR Newswire
Date:Mar 30, 1993
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