Kate and Gerry McCann launch a new internet viral campaign to find Madeleine.

The desperate parents, whose daughter Maddie was snatched from her holiday apartment in Praia da Luz, Portugal, on 3rd May 2007, have teamed up with the Child Exploitation and Online Protection Centre (CEOP) to launch the web campaign in their continuing search for their little girl.

The online message, which CEOP believe will reach its intended recipient, was designed to urge the person who knows what happened to Madeleine, to ‘do the right thing‘.

Jim Gamble, head of CEOP says it is the right time to get this message out. He says: “It isn’t a public appeal, it is a message intended directly for the person, or possibly people, who know what happened to Madeleine. They are out there, they are keeping that secret, we just need to get the message to them.”

CEOP have consulted psychologists in constructing the viral message, hoping to maximise the chances of it reaching its intended recipient.

Kate, Gerry and Jim want to appeal to all users of the internet for their assistance in the campaign. They are urging people to share the link and post it on their blogs or social networking sites to spread the message.