BlackBerry's BBM is now a tool for helping locate missing children in Canada

Margaret Stuart, Managing Director of BlackBerry Canada launches the Most Valuable BBM network to aid in locating lost children. - Photo by Gadjo SevillaBy Gadjo Cardenas Sevilla

Putting technology to the service of communities was the message today at the Toronto Police Service HQ in downtown Toronto where the Missing Children Society of Canada, Most Valuable Network and CodeSearch teamed up with BlackBerry to launch a BBM channel specifically for helping locate lost children.

The launch event featured Dr. Alok Mukherjee of the Toronto Police Services Board, Amanda Pick of the Missing Children Society of Canada, BlackBerrys managing director Margaret Stuart and Richard Bartrem, VP of communications for WestJet as well as Toronto Police Chief Bill Blair.

"There's no greater responsibility than to take care of our children," Blair said. "We need all Canadians to get involved in this initiative and for them to get involved, they need to be informed."

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BlackBerry entices users to share BBM with gift cards and movie tickets

BlackBerry BBM users from Canada and US are being encouraged to spread the word about the messaging service with a new promotion. The Canadian telecommunication company is offering up free movie tickets and gift cards to users who share the app, meaning you promote the app on your social networks and you stand a chance to win the swag. The promo is said to go on until February 27. You can find out more details here.