Is Putting Pictures of Missing Children on 404 Pages Effective?S

In Europe, a group called NotFound.org is replacing 404 reports with pictures and information about missing children. It's a smart way to occupy that real estate, especially considering in the U.S. alone, 800,000 kids go missing every year. But could this method actually help? Are there any negative side-effects? And aside from being used as a contemporary milk carton, how else could we be using 404 pages more effectively? [Laughing Squid via DVice]