A border state in northern Mexico is trying something it hopes will be more effective than photos on milk cartons to help find missing women and children.
It’s using advertisements on tortilla wrappers.
At least three dozen tortilla shops have joined in the Chihuahua state campaign to print appeals for help on the thin paper wrappers that shopkeepers use to wrap up a pound or two of hot tortillas at a time.
The campaign, dubbed ‘Disappearances in Juarez Must Disappear,’ has been welcomed by shopkeepers and customers in the violence-wracked border city of Ciudad Juarez.
The El Paso Times reported that a major part of the campaign is Alma Alerts, similar to the U.S. Amber Alerts.