"Today there should be joy, not despair, laughter not tears" says the head of Bravehearts, as the search continues for William Tyrrell on his 4th birthday.
On the day missing NSW boy William Tyrrell should be celebrating his fourth birthday with loved ones, his family has made another desperate plea for public assistance.
"Please don't give up on our boy," said the family, in a message read by Hetty Johnston from child protection group Bravehearts.
The organisation has joined the NSW police effort to find the child who went missing from his grandmother's property at Kendall on the NSW mid north coast last September.
"You have to help us bring him home. Not a day, an hour or a minute goes by without there being a reminder of him and the massive gap in our family we are forced to face," the message said.
A `Where's William?" campaign, including a website and Facebook page, was launched on Friday.
"Today there should be joy, not despair, laughter not tears," Ms Johnston told reporters in Sydney on Friday.
She said "it's not OK that children can simply disappear. It's not OK that our children are not safe."
In April police said they were investigating the possibility William may have been a victim of a "pedophile ring".
Detective Inspector Gary Jubelin hopes William is still alive despite being nearly nine months since he vanished.
"Until there is evidence that conclusively proves William is deceased, police are treating the matter as if William is still alive and that's the way we're pursuing the investigation," he said.
Det Insp Jubelin believes there are people who know something about William's disappearance but are not coming forward because they want to protect a loved one or friend.
"I can say with confidence that we know there were people in that vicinity that still haven't come forward and we're pursuing those people to find out what they're doing there," Det Insp Jubelin said.
Anyone who does come forward with information about the little boy who vanished in his red and blue Spider-Man suit will be treated in the strictest of confidence, he said.
"It doesn't matter how small that piece of information is, it's like putting together a jigsaw puzzle on this and any information will assist police.
"If we find out someone has information about this investigation and hasn't come forward, there will be consequences," he said.
White goods repairman William Spedding remains the only named person of interest in the case, with his home and office being searched by detectives in January.