It's been three days since Jessica Lloyd, 27, went missing from her Belleville apartment. After an unsuccessful ground search on Saturday, the Ontario Provincial Police launched a helicopter Sunday to expand the scope of the investigation.

Several police forces from Radwon, Belleville, and Stirling are involved. CFB Trenton also assisted with search and rescue operations that extended through Saturday night around Highway 37 and Harmony Road, but gave no explanation about why the investigation is taking that track.

Friends and acquaintances distributed flyers around the Belleville area and set up at least three Facebook groups to spread the word about Lloyd's mysterious disappearance.

"Praying and hoping for Jessica's safe return," wrote Angela Maracle Bryant-Wood on one of the Facebook pages. "Hang on, Jessica . . . lots of people are thinking of you and looking for you."

Lloyd was last heard from on Thursday at 10:36 p.m., when she sent a text message to a friend. Relatives became alarmed when she did not show up for work the next day, a move that is described as uncharacteristic of her.

Her purse and her glasses were still in the apartment when friends went there to check for her, CTV Ottawa was told. These friends believe Lloyd was taken against her will.

Lloyd is 5'5" and 125 pounds, and may be wearing brown suede boots, a sweater and a vest. She has green eyes and brown, shoulder-length hair. She also bears an intricate "L" tattoo that spans her lower back.

Anyone with information about Lloyd should contact Belleville police at 613-966-0882 ext 2313.