DENVER (KDVR)— Many Coloradans saw this morning’s Amber Alert not just as an alert on their phones, but inside TikTok’s “For You” feed — part of a new effort to put urgent missing-child information where millions already scroll.

TikTok announced a partnership with the National Center for Missing & Exploited Children earlier this year. The program uses approximate location data to deliver Amber Alerts directly in-app, including as full-screen notifications.

Tuesday’s alert displayed photos of a 16-year-old missing girl, a 19-year-old suspect and a description of the truck investigators believed they were in.

Communication experts say the approach could help cut through noise in an era of alert fatigue.

“I think it’s a really innovative approach, meeting these users where they are,” said

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