AUBURN - It's a parent's worst nightmare, yet more than 100,000 children are reported missing in this country each year, which is roughly 2,300 each day, or one every 37 seconds.

Raising awareness and providing safety tips was the objective behind the free Kids' Safety Day held at the Auburn Wal-Mart Friday. The program, organized with the National Center of Missing and Exploited Children New York branch, sent parents and children home with safety packets containing fingerprints and an identification card for parents to include a photo as well as height and weight information.

"It's good that Wal-Mart is doing this," said Brandy Lopez with her children Marissa, 5, Byron, 4, and Victoria, 3.

In 1996, the Missing Children's Network was formed through a partnership between Wal-Mart, Sam's Club and the National Center for Missing and Exploited Children.

The National Center of Missing and Exploited Children, established in 1984, is a nonprofit organization and the most widely recognized finder of missing children. It operates under a Congressional mandate and works in conjunction with the U.S. Department of Justice.

Pam Weaver, coordinator of community education for the state branch of NCMEC, told children of the four premiere safety rules. Check first with a parent before you go anywhere. Never go alone, always take a friend. If someone makes you feel uncomfortable, say no and go tell. Always trust your feelings.

The Missing Children's Network posts photos on a bulletin board in the lobbies of every Wal-Mart store and Sam's Club nationwide. Every bulletin board contains several photos of missing children, along with relevant personal information, which is updated monthly.

The bulletin boards provide tremendous exposure to the millions of people who shop in their stores each week. Every customer who enters their doors has an opportunity to help.

Since its introduction, the display boards have featured more than 5,596 children, more than 4,250 of whom have been recovered. From this number, Wal-Mart customers and associates have assisted in the return of 102 missing children.

"You can never be too careful," said Melissa Pisano of Auburn, with her 1-year-old son, Jack 1. "That boy is my life."

The network is also supported through in-store announcements, a procedure outlining specific steps of action in the event of a lost child within the store, a public service commercial that airs on more than 200 local TV stations and a Missing Children's Network Internet site.

"It's wonderful that we are able to partner with NCMEC," said Sheryl Walker, the Auburn Wal-Mart's good works coordinator. "Anything that we can do to help."