According to the National Center for Missing and Exploited Children, roughly 800,000 children are reported missing each year in the United States -- that's roughly 2,000 per day. Facebook reaches 1.6 Billion people a day. I think the importance is pretty simple. Each of these children matter. They deserve for us as a community to do everything possible to bring them home. Awareness for them is key and running their faces on Facebook ads would bring more awareness than any other one place I can think of.