Dog tags 'are the new wristbands'

Samaritans is hoping its SamTags dog tags, available from today through its website, will replicate the craze for charity wristbands.

The charity decided to launch the tags after being advised by the fashion industry that they would be the next 'hot item' this summer.

"This is where fashion meets commitment," said Rebecca Seedhouse, deputy fundraising director at the charity. "We hope these will be as successful as wristbands. Fashion is ephemeral so we've come up with something new."

The tags comprise two plates on a chain and are worn round the neck or on the belt. One is engraved with the date 24:7 to mark the charity's awareness day on 24 July and its round-the-clock service. The other reads 'Life matters', a reference to dead soldiers identified by their dog tags.

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