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29 July 2013, 06:00
With 6 million visitors to Southend every year, efforts are being made to ensure lost children are quickly reunited with their families.
A scheme being run by Southend BID, will see local businesses give out yellow wristbands to youngsters, which parents and carers can write contact details on.
It means if a child wanders off those taking care of them can be quickly contacted.
Dawn Jeakings, Chair of Southend BID, told Heart: 'It's a real stress to the parents and we're just looking to take one of those stresses away.
'Lots of children do missing, not all the time, but obviously when people do lose sight of them, they start to panic and this is will give them a comfort that there's somethign else that will help their children be found.
'When the school holiday's are on that number does increase.'
The wristbands can be picked up from the Royals Shopping Centre, Victoria Shopping Centre, Pier (Visitor Information Centre), McDonalds, Pebbles Kiosk ,Claire's Accessories, Mr Simms Olde Sweet Shoppe, New York New York Arcade and Clarke's Fish & Chip shop .