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AMBER is officially an acronym for America's Missing: Broadcast Emergency Response, but this explanation in fact turns the name into a contrived acronym whereas these emergency alerts were originally named after Amber Hagerman, a 9-year-old abducted and murdered in Arlington, Texas, in 1996. Alternative regional alert names were once used; in Georgia, "Levi's Call" (in memory of Levi Frady); in Hawaii, "Maile Amber Alert" (in memory of Maile Gilbert); and Arkansas, "Morgan Nick Amber Alert" (in memory of Morgan Nick) and Utah, "Rachael Alert" (in memory of Rachael Runyan).

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