Great marketing gimmick

While reading the newspaper at lunch today, I saw an article about shoe tags designed to identify children in case of separation from parents and I love the idea. The article is focusing on the company -Who's Shoes ID - that makes these ID tags donating thousands of the tags to Galveston schools in case of hurricanes and families getting separated like those in Katrina and Rita did.

The information is located on the bottom side of the tag, so not everyone can see it. I'm buying some for my children as we get into summer with daycamp and our upcoming vacation.