West Midlands Police have issued an urgent appeal to help trace a 12-year-old girl who has gone missing from her home in Cradley Heath, in the Black Country. The girl, named Ava by officers, was last seen at 1.07pm on Friday, July 31, and police have asked anyone who spots her to call 999 immediately.
The appeal was published on social media on Friday night, after the girl was reported missing to the force. In the post, police shared a photograph of Ava and provided a detailed description of the clothes she was wearing when she disappeared.
West Midlands Police covers the entire county, including Cradley Heath, and the appeal has been shared by local policing teams. Officers have asked anyone with information, no matter how small, to contact them.
What we know about Ava's disappearance
Ava is aged 12 and comes from Cradley Heath, a town in the West Midlands historically part of the Black Country. She was last seen at 13:07hrs on July 31, a Friday, but police have not given a precise location within Cradley Heath where she was last sighted.
The disappearance was reported to police on Friday, triggering a rapid public appeal. Officers are treating the case as a missing person inquiry and have not yet released further details about the circumstances leading up to Ava going missing.
Clothing Ava was last seen wearing
In order to help members of the public identify Ava, police detailed the clothing she was wearing at the time of her disappearance. She was wearing:
- a long sleeve black top
- black shorts
- white shoes
- a black rucksack
Witnesses or residents who believe they may have seen Ava are being encouraged to trust their instincts and contact police immediately. The clothing description is likely to be key in helping people distinguish Ava from other children in the area.
Police appeal in full
The official appeal, issued by the Birmingham Police social media team on behalf of West Midlands Police, reads as follows:
Missing: Have you seen Ava aged 12 from Cradley Heath? Ava was last seen at 13:07hrs on 31/07 wearing a long sleeve black top, black shorts, white shoes and a black rucksack. If you see Ava please call 999 quoting log number 4104-310726.
What to do if you see Ava
West Midlands Police have been clear that anyone who sees Ava should call 999 immediately, quoting the log number 4104-310726. This number ensures that any sighting is linked directly to the missing person investigation and allows officers to respond quickly.
The public are also being asked to share the appeal widely so that more people in the Cradley Heath area and across the West Midlands are aware that Ava is missing. Sharing the post could help generate a vital lead.
Having the log number ready when calling 999 will help call handlers route the report to the correct incident immediately. Officers are relying on the public to be their eyes and ears, particularly in areas where Ava may have been seen.
Why the search is urgent
In missing child cases, the first few hours are often critical, and police frequently use social media to speed up the spread of information. West Midlands Police have not commented on any possible concerns for Ava's welfare, but the decision to release a photograph and a full clothing description shows the importance of the appeal.
The force has not advised the public to approach Ava or attempt to stop her; instead, they are urging anyone who recognises her to call 999 immediately and let officers handle the situation. This approach ensures that trained officers can safely take charge of the incident.
Anyone who was in Cradley Heath or the surrounding area on Friday is being reminded to think back and consider whether they saw a girl matching Ava's description. Even a brief sighting could prove valuable to officers working on the case.
The advice from officers is simple: if you see Ava, do not hesitate. Call 999 and report the sighting to a trained call handler who will know exactly how to coordinate the response. Delaying even a few minutes could make a difference in locating a missing child.
As of the time of writing, there has been no confirmation that Ava has been found. The search is ongoing, and police have not issued any further statement beyond the initial appeal.
This is a developing story, and more updates will be provided as information becomes available from West Midlands Police.
