May 3, 2017, will be the 10th anniversary of the disappearance of Madeline McCann. Other children and adults have gone missing before and since but Maddy's story touched the nation.
Keeping the story in the news is vital. Her parents Kate and Gerry work hard to do this.
During a family holiday to the Algarve, Portugal, Madeline vanished apparently snatched from the family's holiday accommodation.
Recriminations followed but they are pointless.
They do nothing to bring the little girl home, if that option is still possible.
Maddy was three-years-old when she went missing from the family's holiday apartment in Praia da Luz, meaning she would entering her teen years in May 2017 and look very different.
She does however have a tell-tale mark in one of her eyes that is unusual and could make identification a little easier.
In the time since she vanished Maddy's parents have faced some accusations, Portuguese police have been verbally attacked for failing to investigate properly, and more, but there have been no sightings of Maddy. There have been some possible sightings but they were false flags.
The McCanns said on British TV in 2014 that their hope is that Madeline was taken by a person wanting to bring up a young child as their own. This would mean she may have been cared for during the passing years. For them, of course, other alternatives are just too painful to contemplate.
Hopes of finding Maddy were raised following the release of women and girls held captive for years in the USA and elsewhere. In Cleveland, Ohio, one man had kept three girls hostage for years, but had abused them constantly.
Maddy's mother Kate continues to return twice yearly to the resort where Maddy disappeared. It is a type of pilgrimage and she walks the streets still looking for answers.
Marking each anniversary could offer new leads but who can tell.
For Kate and husband Gerry McCann what happened to their daughter now controls their lives.
Christmas 2016 the find Madeline campaign posted the following message;