IS it a sense of helplessness that has caused individuals and groups, who don't know the family of missing four-year-old William Tyrrell, to create unofficial pages on social media or events aimed, they say, at raising awareness of the ongoing plight to find the little boy?
Clare Collins is the managing director of Insight Communications, the company charged with organising the official Where's William? Campaign which was launched on Tuesday.
The Where's William? Campaign was created by young William's family. Clare and her team are printing the posters, building social media, website (www.whereswilliam.org) and coordinating fundraising to support the family's campaign, in support of the police investigation to find William.
"When William first disappeared, out of concern for their boy a number of individuals and groups that don’t know the family or William wanted to help by raising awareness in creating unofficial Facebook pages and in other ways," Clare said.
"Recently some are inviting people to participate in a Walk 4 William national event to help raise awareness of little William.
"William’s family and Bravehearts are grateful to organisers but now the official Where’s William? Campaign is urging supporters and participants to register their events via the whereswilliam.org website to have our full support.
"Only officially registered events will be given vital information on regulatory requirements for their event and most importantly, once registered, they will be covered by public liability insurance which is an absolute must.
"Walk 4 William events can also fundraise to support ongoing campaign costs or purchase t-shirts, ribbons and hats directly from William’s official website.
"We know that there are many out there trying to help but we would really like them to now come on board with the official campaign, that is the initiative of William’s family, and register their events so we can both support them and provide them with information to ensure a unified approach.
"For those who don't want to take part in a #Walk4William event; during Where's William Week, September 12 - 18, they can register a Tea4WilliamTyrrell at Where's William? Campaign website.