Family and friends of Nicola Bulley have urged the nation to 'turn Facebook yellow' as they search for 'that vital piece of information' to find the missing mum.
They are urging people to post their yellow logo on social media pages to raise awareness of the search – and get witnesses to come forward.
Pals launched their 'Bring Nikki Home' web campaign 24 hours after her partner Paul Ansell said he was '100% convinced' she did not - as police suspect - fall into the river.
READ MORE: Seven key bombshells from Nicola Bulley's partner Paul Ansell as he speaks out on missing mum
Pal Emma White wrote: “The search is ongoing for that vital piece of information to find Nikki. What we have is love and strength driven from the hope, please share the love and bringnikkihome – turning Facebook yellow.”
Nicola’s sister, Louise Cunningham, also urged people to 'please keep sharing' the message as the search enters its third week. Nicola vanished in the village of St Michael’s on Wyre, Lancashire, after dropping her daughters, aged six and nine, at school. She then took her springer spaniel Willow on a familiar walk by the Wyre.
Her phone, still connected to a Teams call, was found on a bench by the water. A dog lead and harness were nearby.
Police believe she 'may have' gone into the river, but are examining all 'potential scenarios'. No trace of her has been found despite wide searches.
In a TV interview this week Paul said: "I am 100% convinced it’s not the river.” He said: "There has to be a way to find out what happened. You cannot walk your dog down a river and just vanish into thin air."
He added the family was going through 'unprecedented hell'.
The focus of the police search this week switched from the village of St Michael’s to around 10 miles downstream where the river empties into the sea at Morecambe Bay.
The force said: “We are continuing to investigate all possible leads.”
Meanwhile friends and family have left yellow ribbons with handwritten messages on a bridge close to where she disappeared.
Ribbons with messages including 'We need you home Nicola', 'praying for your safe return' and 'I love you' have been tied to a footbridge over the River Wyre. A large poster with a photograph of Ms Bulley has also been attached to the railings.
It comes as the search for Ms Bulley, 45, a mortgage adviser from Inskip, has entered the 18th day.
Lancashire Police are continuing to trawl the River Wyre towards the sea at Morecambe Bay, working on one hypothesis that Ms Bulley could have fallen in.
The search has been aided by specialists and divers from HM Coastguard, mountain rescue and Lancashire Fire and Rescue Service, with sniffer dogs, drones and police helicopters.
Mr Ansell has said he wants to keep 'all options open' about her disappearance, but his 'gut instinct' is that she is not in the river.
He described Ms Bulley as 'fun', 'loving', 'the most loyal friend you could ever have' and an 'exceptional mum' who 'absolutely adores our girls'.
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