South Wales Police urgently appeal for public help to find Olivia, last seen in Roath area wearing black leggings and white top
A frantic search is underway for a missing 12-year-old schoolgirl who vanished from a residential street in Cardiff, with police expressing growing concerns for her welfare as the hunt enters its second day.
Olivia was last seen on Clifton Street in the Roath area of the Welsh capital on Sunday evening, September 28, sparking an immediate police response and urgent appeals for public assistance.
The youngster was wearing black leggings, a white top and possibly a black coat when she disappeared from the busy residential area, which sits in the heart of one of Cardiff’s most diverse neighbourhoods.
Police Launch Urgent Appeal
South Wales Police issued an immediate appeal for information, urging anyone who has seen Olivia to contact them as a matter of urgency. Officers stressed their mounting concern for the child’s welfare as searches continue across the city.
In their official statement, police said: “Olivia, 12, is missing and there is concern for her welfare. Last seen on Clifton Street Roath, Cardiff on Sunday evening (Sept 28) wearing black leggings, white top and possibly a black coat, reference: 2500311280.”
The force emphasised the urgency of the situation, adding: “Always call 999 in an emergency.”
Police have assigned reference number 2500311280 to the case and are treating the disappearance as a priority given the child’s young age.
Community Response Intensifies
The disappearance has prompted widespread concern across Cardiff’s communities, with residents in Roath and surrounding areas being asked to assist in the search effort. Local social media groups have begun sharing the police appeals to maximise visibility.
Clifton Street, where Olivia was last seen, is a residential road in the heart of Roath, characterised by Victorian terraced houses. The area experiences moderate footfall during evening hours and is home to a diverse mix of long-term residents and students from nearby Cardiff University.
The timing of the disappearance, on a Sunday evening when many families would be at home, has raised questions about how the youngster could have vanished without being noticed.
Growing National Crisis
Olivia’s disappearance comes against a backdrop of alarming statistics about missing children in Britain. According to the National Crime Agency, over 170,000 people are reported missing every year in the UK, with nearly 75,000 of these being children.
The charity Missing People reports that someone is reported missing every 90 seconds in Britain, with research suggesting that as many as seven in ten children who go missing are never reported to police at all.
Statistics from the UK Missing Persons Unit show that whilst the majority of resolved incidents—52 per cent—end within eight hours, and 80 per cent are resolved within 24 hours, every passing hour increases concern for a missing child’s welfare.
Rapid Response Protocols
South Wales Police will have activated standard missing child protocols, which include immediate risk assessment, coordination with neighbouring forces, and deployment of specialist resources. These procedures follow national guidelines established by the College of Policing.
According to the College of Policing, over 170,000 people are reported missing each year in the UK, resulting in around 330,000 missing incidents for police to respond to. Almost two-thirds of these incidents relate to missing children, who are at increased risk of being victims of crime.
The force’s approach typically involves examining digital footprints, including mobile phone data and social media activity, whilst uniformed officers conduct physical searches. Coordination with schools, youth centres, and transport hubs across Cardiff forms part of standard procedure.
Cardiff’s Safety Context
The disappearance has reignited concerns about child safety in Cardiff, which has seen a 1.1 per cent population increase in the past year according to Office for National Statistics data, making it one of Wales’s fastest-growing cities.
Crime statistics show Cardiff recorded over 12,000 violent and sexual offences in 2025, with the city having a crime rate 12 per cent higher than the Wales average and 16 per cent higher than the England, Wales and Northern Ireland overall figure.
Roath, where Olivia vanished, typically experiences lower crime rates than some other Cardiff areas, but South Wales Police have dealt with several missing persons cases across the city in recent months.
Understanding Missing Children
According to Missing People charity data, children go missing for various reasons including family conflicts, mental health issues, school problems, or exploitation risks. Research indicates that one in ten looked-after children are reported missing compared to one in 200 children in the general population.
The College of Policing notes that it is estimated seven in ten young people who have been sexually exploited have also been reported missing, highlighting the vulnerability of missing children.
Government statistics show that in 98 per cent of recorded incidents involving missing children in England and Wales, no harm was recorded when the child was found, though authorities caution this only means cases were closed without harm being reported by the missing child.
Critical Hours Ahead
As darkness falls across Cardiff for a second night since Olivia’s disappearance, the urgency of the search intensifies. Weather conditions and the vulnerability of a 12-year-old alone raise significant concerns for authorities.
South Wales Police procedures in missing children cases involve continuous risk assessment, with resources scaled according to the vulnerability of the missing person and circumstances of their disappearance.
The force maintains close cooperation with Missing People charity, which operates a 24-hour helpline providing support for missing children and their families. The organisation can act as an intermediary if a missing child is frightened about making direct contact with authorities.
Previous Cases in Cardiff
Cardiff has experienced several missing persons cases in recent months. The city is still processing the tragedy of Eve Smith, Darcy Ross, and Rafel Jeanne, three young people found deceased in a car in St Mellons in March 2023 after being reported missing.
The Independent Office for Police Conduct investigation into police handling of those missing person reports remains at an advanced stage, according to official statements.
Earlier this year, South Wales Police also addressed online rumours of child “snatching” at Roath Park, which proved unfounded but demonstrated how quickly concern can escalate in cases involving children.
Search Efforts Expand
Standard police procedure in missing child cases includes asking residents to check their properties. In similar cases, South Wales Police have requested people check gardens, sheds, garages, and outbuildings where a frightened child might seek shelter.
Local businesses along Clifton Street and nearby major roads including Albany Road, City Road, and Wellfield Road—key thoroughfares in the area—would typically be asked to review CCTV footage from the relevant time period.
Transport hubs including Cardiff Central and Cardiff Queen Street stations would be alerted as part of standard missing child protocols, with bus operators requested to check footage and brief drivers.
Public Asked to Remain Vigilant
The search for Olivia continues to be treated as a priority by South Wales Police. The force’s missing persons procedures, outlined in their public communications, emphasise that every piece of information could prove crucial.
According to National Crime Agency data, 1,514 children are classified as long-term missing in England, Wales, and Scotland, having been missing for longer than 28 days. Authorities work to prevent any case reaching this threshold through intensive early search efforts.
Missing People charity statistics indicate that most missing children incidents are resolved quickly without harm, but stress that rapid response remains critical in all cases.
How to Help
South Wales Police have requested anyone with information about Olivia’s whereabouts to contact them immediately:
- Call 999 quoting reference 2500311280
- Contact Missing People charity on 116 000
- Report sightings via South Wales Police social media channels
The force emphasises that no piece of information is too small and could prove vital in locating Olivia safely. They particularly need to hear from anyone who was in the Clifton Street area of Roath on Sunday evening or who may have dashcam footage.
Police have stressed that Olivia is not in any trouble and their sole concern is ensuring her safety and wellbeing. If Olivia sees these appeals, authorities urge her to contact police, family, or any trusted adult immediately.
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