Our mission

The Safe Side is dedicated to making kids safer. In addition to publishing programs for kids and parents, the Company donates 10% of gross proceeds from distribution to The National Center For Missing & Exploited Children.

About the National Center For Missing & Exploited Children

NCMEC is a 501(c)(3) nonprofit organization that works in cooperation with the U.S. Department of Justice's Office of Juvenile Justice and Delinquency Prevention. NCMEC's congressionally mandated CyberTipline, a reporting mechanism for child sexual exploitation, has handled more than 313,000 leads. Since its establishment in 1984, NCMEC has assisted law enforcement with more than 106,000 missing child cases, resulting in the recovery of more than 92,000 children. For more information about NCMEC, call its toll-free, 24-hour hotline at 1-800-THE-LOST or visit its web site at www.missingkids.com.

A message from Julie

I'm a mom. I'm a former teacher. I'm an entrepreneur.

In 1997, based on what I wanted for my own child, I made a little video called Baby Einstein. And I will tell you that no one was more surprised than me that five years and 10 videos later, The Baby Einstein Company was a multi-million-dollar enterprise and I would go on to sell to The Walt Disney Company. And two years later, no one was more surprised than my husband when I said I wanted to start all over again with a new idea – and a new company.

Because my babies aren’t babies anymore. My concerns for my children, as they become independent, revolve more around keeping them safe than anything else. Like most parents, nothing is more important to me than protecting my kids from harm, and teaching them to be smart and safe if dangerous or difficult situations should arise.

When I began looking for resources that would help me to teach my children how to be safe I learned, sadly, was that no one had taken the time or made the investment necessary to create video programs that kids would really want to watch on this subject. The market was completely void of anything that would take this most serious of topics and make it interesting and meaningful for kids. What my background as a classroom teacher and producer of Baby Einstein videos had taught me was an important lesson: Kids will only watch and learn from something they enjoy.

The Safe Side is a project I'm passionate about. Like many of you who read this, I've cried watching news stories of children who have been abducted and murdered, and I've hugged my own kids more tightly. I’ve been shocked at news stories that report the number of children who have been harmed by predators they met on the Internet. I've thought for a long time about how to teach my children to stay safe. I want them to walk through the world with awareness, not fear. I want them empowered to make the right decisions at the right times, to know that it's okay to get out of a situation that feels wrong, to trust their instincts, to say "no." To come to me with their concerns.

I believe that The Safe Side will change lives. I believe it's the most important thing that I've ever done. I believe that children have the right to live in a world that is safe, and that there is nothing more important than their safety.

A message from John

I'm the host of a television show that I wish wasn't needed, but is. I am the Host of ‘America’s Most Wanted.’

In 1981, the lives of my wife, Revé, and I were changed forever. Our beautiful son Adam —the joy of our lives—was abducted from a mall in a nice neighborhood of South Florida. Sadly, two weeks after launching the biggest search for a child that Florida had ever seen, our son was found murdered.

In my quest to find justice in the name of my son, and to fight back for victims everywhere, I lobbied Congress to change the laws and to change how police search for missing people—and in particular—children. My life’s work has been to protect children and others by changing laws and by catching criminals. I'm proud to say that the movement I started is still going strong. There's not only a national organization dedicated to helping children (The National Center for Missing and Exploited Children), but now this country and its media are beginning to understand that our children are precious and need to be informed about how to stay safe.

In 1981 not much was known about child abduction and exploitation. Parents knew very little and, tragically, children knew even less. Today we're proud of some of the knowledge and awareness that children have about the dangers that face them. Children see images everywhere of kidnappings, exploitation and the horrible consequences attached to these events. We only need to think about some of the scenes that parents and children have seen in the media in the past year — religious leaders who are pedophiles, Internet predators, and others who are in positions to take advantage children's trust in them — to know that kids are still being victimized at an alarming rate.

I hope that's about to change. As a crime fighter and host of a television program that has saved countless lives, I'm proud to be teaming up with a woman who knows how to teach children — the right way. Kids want to know what to do, and parents need to be prepared. Like me, Julie Clark is a parent who cares. She has the proven track record of teaching kids on both a local and national scale, and her passion and experience make this series of safety videos for children something that parents will want to have, and kids will want to watch.

The sadness that my family and others have experienced doesn't have to happen. Now, thanks to my new partnership with Julie, parents and kids will do what I've been doing for more than 23 years — they'll fight back with knowledge and awareness. Knowledge is power.