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Wisconsin’s Silver Alert Program

You’re driving down the highway on your way to work when the blinking orange letters on the digital sign catch your eye: “Silver Alert – Grey Sedan – WI LIC 123456.” Most of us immediately recognize the term Amber Alert, but far fewer understand the purpose and power behind a Silver Alert. So—what exactly qualifies for one, and why are they so important?

Silver Alerts are issued when an adult with…

Alzheimer’s, dementia, or another cognitive impairment goes missing and is believed to be at risk. Much like Amber Alerts, they’re sent out through the Wisconsin Crime Alert Network by email and text message to quickly notify the public and mobilize help. These alerts serve as a critical lifeline for individuals who may be confused, disoriented, or unable to find their way to safety.

The need for the Silver Alert program is significant.

According to the Alzheimer’s & Dementia Alliance of Wisconsin, more than 116,000 people in our state live with dementia—and approximately 60% will wander at some point as their disease progresses. Wandering can lead to dangerous situations, especially when severe weather, unfamiliar surroundings, or busy roadways are involved.

Wisconsin’s Silver Alert program was established in response to a real and heartbreaking situation.

In Green Bay, former Wisconsin Governor Scott Walker signed Assembly Bill 710, creating the program after the experience of Claire Baeb, who was diagnosed with dementia, and her husband, Leo. In June 2013, the couple became lost while driving to visit family and were not found until more than 24 hours later, having traveled hundreds of miles. Their story sparked statewide recognition of the need for a fast, coordinated, and public response when vulnerable adults go missing.

Today, Silver Alerts are shared widely through a partnership involving the…

Wisconsin Broadcasters Association, the Outdoor Advertising Association of Wisconsin, the Wisconsin Department of Revenue, and the Wisconsin Department of Transportation. Alerts may appear on TV and radio broadcasts, digital billboards, lottery display terminals, and the highway digital message signs you see every day. This broad reach ensures that as many eyes as possible are on the lookout.

Silver Alerts are issued when all of the following criteria are met:

• The missing person is 60 years of age or older.
• They are believed to have Alzheimer’s, dementia, or another permanent cognitive impairment that poses a threat to their safety.
• There is reasonable belief that their disappearance is related to their cognitive condition.
• The request is made within 72 hours of the person going missing.
• There is enough descriptive information available to share with the public to help locate them.

Because Alzheimer’s and dementia can also impact individuals under the age of 60…

Wisconsin offers another resource when a person is missing but does not meet Silver Alert criteria. In those situations, the Wisconsin Crime Alert Network (WCAN) can issue a Missing/Endangered Alert to ensure that individuals still receive urgent, statewide attention.

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