Toronto police, in partnership with and Mac’s Convenience Stores, have launched a new campaign to help find missing children.

The campaign was announced at Toronto Police Service headquarters Friday ahead of National Missing Children’s Day on Sunday.

From now until the end of August, Mac’s employees will be asking patrons to give donations to and screening a public service announcement inside stores.

It is estimated that more than 40,000 reports of missing children are taken by police services across Canada each year.

“Our responsibility as a society never ends for the protection of these children,” Toronto Police Chief Bill Blair said at a news conference Friday.

In some jurisdictions, Blair said, law enforcement officials have been able to locate missing children and reunite them with their family several years later.

Blair said that Toronto police continue to investigate decades-old missing person cases including Nicole Morin, an 8-year-old girl who vanished without a trace from her Etobicoke apartment on July 30, 1985.

“We will never relent in our pursuit of the missing,” he said.