Those little cards with black-and-white pictures of missing children are being replaced by larger, color images.
Direct mail advertiser ADVO sends the cards to 114 million homes every month, along with its ShopWise mail circular.
Starting Monday, the cards will be eliminated and larger, color pictures of the missing children will be included on page four of the circular itself, the company said Thursday.
The change to the larger, color images was welcomed by John Walsh, co-founder of the National Center for Missing and Exploited Children.
Over the years 144 children have been recovered as a result of the mailed pictures, Walsh said in a statement.
“It’s a program that truly makes a difference in reuniting missing children with their loved ones. We now ask every American to make a conscious effort to look for the photos of missing children in the new location,” he said.
Postmaster General John E. Potter added: “Everyone can help bring home America’s missing children by looking for these new pictures in their mailbox.”