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Child occupant injuries in vehicle accidents (2023). ***
ROTH ID TAGS Distributed
As of September 2025
The Basics
What is the ROTH ID TAG™?
The Roth ID Tag™ is a durable, waterproof, heat and UV resistant tag that adheres to almost any hard surface. The tag includes an area on the back for users to write emergency information, along with three adhesive strips. The two long strips are used to affix the tag to the carseat.
In the event of an emergency, the ROTH ID TAG™ removable strip can be detached from the car seat and used as an emergency medical wristband by first responders. This reduces the risk of misinformation or loss of information in chaotic emergency situations.
Partnership with the Julie Roth Memorial Foundation
ROTH ID TAG™ has partnered with the Julie Roth Memorial Foundation to help spread the word about the ROTH ID TAG™ and educate parents, first responders, and medical professionals about how to properly utilize the ROTH ID TAG™.
Along with dispersing educational materials, the Julie Roth Memorial Foundation is committed to getting the ROTH ID TAG™ onto as many car seats as possible through donations of ROTH ID TAG™ Kits to fire stations, police stations, hospitals, pre-schools, and other public entities.
A portion of all proceeds from the ROTH ID TAG™ are donated tot he Julie Roth Memorial Foundation. The Julie Roth Memorial Foundation is a 501(c)(3) tax deductible non-profit foundation.
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Our Story
The ROTH ID TAG™ was created after tragedy struck our own family. On December 23, 2022, Julie Roth, our daughter, sister, and friend, was traveling with her two small children and they were caught up in a 47-car pileup on the Ohio Turnpike. Julie and Edna Rose, the baby she was carrying, did not survive, but her two other children did…
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Injured and afraid, the two toddlers waited hours to see a familiar face while emergency responders worked to identify them and contact their father, who was at work. Ayla and Rory Roth are alive and well today. They are the true meaning behind the Julie Roth Memorial Foundation, along with reason for the ROTH ID TAG™ creation.
Discovering a solution so there are no more “Baby Does” in an emergency situation has been our purpose since that tragic December day. We have worked with First Responders to develop a product that is compliant and accessible. We are parents and have worked with parents to fully understand the needs of children and individuals under a guardianship.
In Julie’s memory we have created the Julie Roth Memorial Foundation. A non-profit organization whose purpose is to get the ROTH ID TAG™ into as many hands as possible.
Lauren Crafton
Founder & CEO
Lauren Crafton is the Founder & CEO of ROTH ID TAG™, a Child Passenger Safety Technician. As the sister of Julie Roth, and a mother herself, Lauren is deeply passionate about keeping families connected in emergency situations. Lauren and ROTH ID TAG have been featured on many media outlets from local news papers, state-wide news spotlights, and nationwide podcasts.
It was the loss of her sister Julie Roth that fueled the fire for Lauren and her family to come up with the ROTH ID TAG, the first universally accepted emergency contact identification system for car seats and booster seats. In less than 12 months, they had come up with a concept, filed for a patent, and sourced a manufacturer for the unique tag. All the while guided by expertise from the very first responders that saved Julie’s children from the wrecked vehicle. Within the first 8 months of distributing ROTH ID TAGS, almost 200,000 car seats have been tagged!
In addition to the invention of the ROTH ID TAG™, Lauren and her family also co-founded the Julie Roth Memorial Foundation, a 501(c)(3) tax deductible nonprofit foundation dedicated to Keeping Families Safe and Connected. Their first initiative will be to promote accessibility of emergency contacts and education about emergency contact identification for children and adults alike.
Before founding these two businesses, Lauren gained almost 2 decades of experience in marketing, graphic design, web development, and business management. Founding her own web development agency, SharpFinn, in 2016 after years as a corporate designer, developer, and marketing expert. Since graduating from The Art Institute of Pittsburgh Lauren has worked in a variety of industries ranging from pyrotechnics, full-service truck stops, NASCAR racing, youth dance competitions, and many more.
Lauren now travels throughout the United States educating first responders and parents alike about emergency contact accessibility in emergency situations. Meanwhile ROTH ID TAG has grown to 15+ full-time employees with a focus on hiring parents who need a career path that allows them to balance work and family without compromising their job, children, or mental health.
"As a first responder and CPST (Child Passenger Safety Technician) with over 14 years experience, I can recall countless situations where the ROTH ID TAG™ would have made the scenario more manageable. From vehicle accidents to individuals with disabilities, the Roth ID Tag will revolutionize the Fire and EMS industry. As unfortunate and unfair as it is, from tragedy comes evolution. The ROTH ID TAG™ is a silver lining to the Roth family."
From Tragedy Comes Evolution
Founded in 2023, the ROTH ID TAG™, LLC was born from a family tragedy. In its first year, the company has brought to market the patent-pending ROTH ID TAG™.
The ROTH ID TAG™ Identification System is an information tag that can be affixed to any carseat or product used by an infant, young child, or person under the care of a parent or guardian. Used by any person, children or adults. The first focus will be to get these on every car seat.
While the company originated from the idea of identifying emergency contacts on car seats, the vision has grown to an identification system for children and adults alike. In 2024 we plan to bring to market an adult ROTH ID TAG™ so that every person has the ability to register their emergency contacts.
Product Roll-Out
The ROTH ID TAG™ Identification System is prepared for use across the United States. Our plan for roll-out is to start where the tragedy happened, Ohio. The Julie Roth Memorial Foundation is in place to educate the public and distribute ROTH ID TAG™ Kits to public entities like fire stations, police stations, and hospitals.
In February 2024 the foundation will specifically be targeting Sandusky County and Erie County in Ohio. Our goal is to have 20% of the population 5 years and under registered in each county before expanding our efforts. Once this goal is achieved, we will begin to speficifally target additional counties in Ohio and beyond.
Our hope is that through the Julie Roth Memorial Foundation’s community outreach and word of mouth, every child will be identifiable, along with their emergency contacts, by 2028.
Press
From Tragedy Comes Evolution
Roth ID Tag™ Identification System Achieves Patent-Pending Status MOORESVILLE, North Carolina, November 17, 2023—The tragic loss of a pregnant...
Photography & Assets
First Responder Approved
Patent-Pending Design
Made in the United States
Family Owned
& Operated
