Last year Pasqualino Porfidia left his house to play video games and never came home. Today, the boy's smiling face shows up on milk cartons in the Naples area along with the plea, "Help us find him."

Inspiring the initiative was a similar campaign started in the United States.The 10-year-old, from a village near Naples, is the first of a group of missing children whose photos will appear on milk cartons. The Naples area, where the Italian campaign took off, has many of the 2,000 missing children cases reported nationwide last year. In Campania, the region where Naples is the principal city, 414 children were reported missing.