>> reporter: zach summers says only a fraction minority receives non-stop news coverage compares to white people. >> if there is a missing white person, we'll cover it everyday. >> reporter: missing white women syndrome is the idea that young white girls and women have more news coverage than other folks. >> reporter: blacks only make 13% of the u.s. population. they account for nearly a third of the missing person cases in the united states. >> if you see here, tell her we love her. >> reporter: in washington state, mary johnson's family is still waiting for her. >> she's a native american woman. >> i am not racist or anything but she deserves the same treatment. >> reporter: black and brown families are using #gabbypetito