Burnaby RCMP are launching a B.C.-wide billboard campaign as they continue their search for missing 11-year-old Kai Pavlovic.

The billboards will be located in multiple locations throughout the Lower Mainland and the province starting Friday, according to police.

“We really want the public to be on the lookout for Kai. Our investigators have been working tirelessly in an attempt to locate him,” said Burnaby RCMP Const. Joelle Kerridge.

RCMP say they first received a wellness check request for Kai on Sept. 26.

A young boy stands in a deep puddle in a grassy field, wearing rubber boots. Burnaby RCMP say they believe Pavlovic is with an unknown caretaker. (Submitted by Burnaby RCMP)

Police believe he is with a “caretaker” — but they don’t know who that person is.

“Investigators have spoken with Kai’s family, and there’s reason to believe that he is still with a caretaker at this time,” said Kerridge. “And so we are making a direct appeal to the caretaker, or anyone who might know them.”

“If you have Kai in your care, you need to come forward and contact the RCMP. We need to confirm that Kai is safe … to see him and to confirm his well-being.”

CBC News asked if Kai was in danger.

“In communication with the family, [Kai] being in the care of a caretaker isn’t necessarily an unusual thing,” Kerridge replied.

“Right now what we are really urging people to do is to have a look at the billboards … and to contact the Burnaby RCMP if they have any information on the identity of the caretaker.”

Due to privacy, Kerridge said she would not discuss communications with the family as it is an ongoing investigation.

Police are also sharing a Serbian-language news release, as Kai’s family has close connections to the Serbian community, Kerridge said.

Kai is about five feet tall, with a thin build and brown hair, according to police.

Police are asking anyone with information of Kai’s whereabouts to contact Burnaby RCMP at 604-646-9999 or their local police department.

A young boy in a sunhat stands smiling in some mud. RCMP say Pavlovic’s case doesn’t meet the bar for issuing an Amber Alert. (Submitted by Burnaby RCMP)Why no Amber Alert?

At this point, an Amber Alert has not been issued, with Kerridge saying the situation does not meet the criteria for an alert.

In B.C., Amber Alerts are issued for what the RCMP describe as the most serious, time-critical child abduction cases. They are not used for cases involving abductions by a parent, unless the situation is life-threatening.

If police want to issue an alert, the case must meet a special set of conditions. The victim must be under 18, and believed to be abducted and in imminent danger. Investigators must also have enough information about the victim, abductor and/or vehicle involved, and the alert must be able to be issued in a time frame that provides a reasonable expectation the child will be returned.