Releasing missing person appeals is common practice when someone goes missing. Despite the wide-scale usage, the understanding on appeal effectiveness remains under-researched. This article aims to identify the factors that influence the likelihood of members of the public to report a child that has gone missing to the police and requires police assistance. Participant responses (n = 252) were qualitatively analysed identifying four factors that positively influenced the likelihood of contacting the police, and two factors that negatively influenced the likelihood of not contacting the police to report the child. Practical implications are also discussed.