1) to honor lost children with an on-line memorial and to deliver "diamond" memorials (small plaques with gemstones and personal inscriptions) to help comfort families of lost children;
2) to protect children by raising awareness about specific dangers in many homes and within our communities today. Besides calling attention to car, water & fire safety, this campaign has an immediate goal of helping to stop child abuse through education, community involvement and certain media (books, YouTube, etc).
Children are treasured in most societies and religions. One example comes from the Holy Bible as found in Matthew 18:1-14 where Jesus Christ answers a question regarding, "Who is the greatest?" (KJV).
“We often hear that children ought to respect parents and teachers, but less so of adults having to respect children! Children are the future and children, in the Buddhist sense, are “little Buddhas”. It is time we truly embrace children with love and respect which they so deserve…”(excerpt from Beyond Buddism link)
Warning: some graphic images appear on this video