LONDON - Charity dog tags are to replace wristbands as this year's fashionable way to support good causes.
The Samaritans has been the first to launch fundraising dog tags - in the style of the metal identification chains worn by soldiers - to promote its awareness day and its 24-hour
phone service.
The charity decided on its latest campaign after consulting with fashion industry insiders, who predicted that this summer's "hot item" would be dog tags.
Growing competition in the voluntary sector has led to many charities adopting commercial sales tactics in order to boost their incomes.
The Samaritans' £2 ($5.75) dog tags are engraved with the figures 24/7 to mark the charity's awareness day, the existence of its round the clock helpline, and the slogan "life matters".
A spokesman for the charity admitted that children and teenagers had "tired" of the fad for wristbands and organisations were desperate for a new craze. Other charities are also said to be looking at dog tags. More than eight million people in Britain bought a white Make Poverty History wristband in 2005.
- INDEPENDENT
